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UK marketers cut budgets in Q1: Economic pressures and Trump鈥檚 trade moves spark shift to performance-focused tactics and short-term gains.

That鈥檚 not as easy in-store as it is online, where shopper behavior can be tracked in real time. Technological solutions are available, but expensive.

Brands that manufacture their wares in Europe鈥攍ike Inditex鈥攚ill also be subject to a 20% tariff. The repercussions: While companies with higher margins may be able to swallow the additional costs or pressure their suppliers into absorbing some of the expense, the most likely outcome is higher prices for consumers.

CMOs are mastering brand bravery to stand out in competitive markets. Through bold strategies, innovative campaigns, and authentic storytelling, they balance daring moves with trust and integrity. In this report, four leading CMOs share how they transform risks into impactful brand actions.

Most professionals admit to exaggerating their AI skills as companies tie job security and promotions to tech fluency they鈥檝e barely been trained for.

The option can help boost customer engagement and build its brand awareness among potential new customers

Consumers in the UK purchase new TVs more frequently than consumers anywhere else in Europe鈥攅very 5.6 years on average, per GfK. CTV viewing time is set to challenge traditional linear TV. The TV set retains its household dominance.

But that growth was driven by Europe (up 8.4%) and Asia-Pacific (up 5.2%). By contrast, US M&A during the first two months of 2025 fell to its lowest level in over two decades, per Dealogic. Companies struck 1,172 deals worth $226.8 billion, roughly one-third less YoY by both volume and size.

The wealthiest 20% of shoppers are spending almost five times as much via digital wallets compared with the least affluent shoppers. Digital wallets are the fastest-growing online payment method. Digital wallets already account for a significant share of ecommerce payments. According to a March 2024 report by Worldpay, digital wallets comprised 38% of UK ecommerce transaction value in 2023.

The solution will allow merchants and brands to offer personalized ads to relevant PayPal customers based on the payment player鈥檚 shopping intent and transaction data. The bigger picture: The expansion of PayPal Ads is representative of the larger trend of payment players going all in on financial media networks (FMNs).

Trump鈥檚 鈥淟iberation Day鈥� provides little clarity: The tariff announcements, while far-ranging and punitive for the US鈥� largest trading partners, failed to lift the cloud of uncertainty hanging over businesses and consumers.

The UK economy is in a tough spot: Consumers are keeping a tight grip on their wallets as tariffs and government budget cuts loom.

It鈥檚 trying to better compete internationally with Sweden-based Klarna, which already has a large European presence. The two are currently evenly matched in the US: We forecast Affirm鈥檚 US BNPL payment value will total $30.58 billion this year, compared to Klarna鈥檚 $30.42 billion.

The partnership will help Affirm compete with rival Klarna, which already has a large European presence

While charging infrastructure struggles to keep pace with vehicle sales, retailers can differentiate by offering premium charging destinations with amenities, shopping experiences, and targeted advertising opportunities while drivers wait for their cars to charge. As cars evolve into mobile devices, advertisers gain new territory.

Shoppers in this cohort are less focused on transactional rewards than older generations. Gen Zers are more likely to value experiential rewards, such as exclusive access to products or the ability to take part in contests and challenges, per a November 2023 European study from Marigold and Econsultancy. Community and community recognition also rank highly among Gen Z compared with other age groups.