蘑菇AV

The news: Skims, the shapewear brand founded by Kim Kardashian, is on an expansion tear as it nears $1 billion in annual sales, per Business of Fashion. The company plans to open 16 stores in the US this year, bringing its total domestic footprint to 22. Over the next nine months, Skims expects to establish itself in seven new markets鈥攊ncluding stores in Mexico, London, and Dubai. Our take: While stores are hugely important to Skims鈥� growth, the company has several advantages over the rest of the D2C field. Unlike most other D2C companies, Skims doesn鈥檛 need to rely on its stores as billboards given its high-profile founder, who is also a fixture of its ad campaigns. Its partnership with Nike will give it access to an even larger audience and smooth its entry into the athleisure category鈥攁ssuming production delays don鈥檛 get in the way. The launch will also considerably increase Skims鈥� retail presence without needing to invest in premium real estate.

The situation: White-collar employment at US public companies has dropped 3.5% over the past three years, per Live Data Technologies data cited by The Wall Street Journal. The trend comes as companies face mounting pressure to cut overhead amid economic uncertainty鈥攑rompting executives to increasingly turn to automation to boost efficiency. Our take: White-collar job cuts, combined with rising tariffs and broader macroeconomic uncertainty, are creating an increasingly challenging environment for retailers heading into the second half of 2025鈥攁nd likely beyond.

The news: Generative AI (genAI) has become standard across US enterprises鈥�95% of companies report using it to some extent, up from 83% a year ago, per Bain & Co鈥攂ut wider enterprise adoption is hitting roadblocks. A lack of robust governance and the need for continuous security validation are getting in the way. Our take: To escape limbo, enterprises must shift from experimentation to disciplined execution. That means building AI governance into the foundation鈥攏ot as an afterthought. Security, transparency, and trust must be embedded into every AI deployment. Businesses shouldn鈥檛 just see AI as a plug-and-play solution without vetting it and aligning it with desired outcomes. For marketers, campaigns built on shaky AI foundations risk brand reputation, compliance failures, and consumer mistrust.

The news: Cybersecurity researchers discovered 16 billion leaked login credential files across 30 previously unreported data sets. It鈥檚 considered the biggest data breach in history, affecting major platforms including Facebook, Google, Apple, GitHub, Telegram, and US government services, per Fortune. Our take: With billions of credentials now on the loose, marketers should treat brand systems as compromised. Auditing accounts, enforcing password resets, and demanding stricter multifactor or QR-code based methods are necessary safeguards. The cost of prevention pales compared to recovering from compromised campaigns, stolen customer data, and ransomware resulting in damaged brand reputation.

The news: President Donald Trump鈥檚 immigration crackdown is chilling consumer spending and reducing the available labor force for key industries like construction and hospitality. Our take: The US economy depends heavily on immigrants, both documented or otherwise. The Trump administration鈥檚 aggressive deportation push could therefore deprive companies of crucial workers鈥攁nd drive up costs for essentials like housing and groceries鈥攁s well as eliminate a considerable source of tax revenues and consumer spending.

The data: Nearly two-thirds of US adults (64%) have an unfavorable view of the House鈥檚 One Big Beautiful Bill Act, per KFF polling. Our take: If they aren鈥檛 already, healthcare marketers ought to be launching blitz campaigns about the bill鈥檚 potential ramifications. For instance, they could put pressure on lawmakers in the Senate by citing just-released study estimates that the proposed changes to Medicaid may result in ~25,000 preventable deaths annually due to how many patients will lose their physician, forgo needed medications, and put off screenings like mammograms.

Digital banks lead in attracting Gen Z, with 54% preferring non-traditional providers for real-time payouts and aligned social values. However, traditional banks are adapting. They're boosting digital capabilities, like Truist's mobile ID verification, and personalizing experiences, such as U.S. Bank's targeted social media marketing and immediate rewards. Traditional FIs leverage existing strengths, emphasizing low fees and an omnichannel approach that blends digital convenience with in-person options. Winning Gen Z requires a strategic mix of digital excellence, relevant marketing that resonates, and human-centric personalization, delivering tailored and empowering financial interactions for long-term loyalty.

The news: Stablecoin issuer Circle has applied for a US trust bank license, less than a month after its IPO launch. It had planned to make this move before the launch. Our take: We鈥檝e recently covered multiple fintechs launching IPOs, and moving toward traditional banking鈥攊ncluding acquiring licenses. Its decision which aligns with both of these trends signals how stablecoins become more mainstream in the banking world. Plus, Circle鈥檚 status as a national trust bank could enhance trust among customers who are still on the fence about investing.

The news: Influencer marketing spending is increasing steadily in the US and worldwide, representing a key area of growth as audiences turn to the creators they trust for purchase decisions. In a conversation with EMARKTER, Arthur Leopold, head of the creator content ad platform Agentio, discussed why audiences are turning to influencers, how technology is changing the game, and where influencer marketing is heading. Our take: Influencer marketing continues to be a core focus for advertisers in a consumer landscape dominated by social media鈥攂ut as more brands invest in influencers, advertisers need to keep key considerations in mind.

The news: While brands invest heavily in social media giants like Instagram and Facebook, smaller platforms are showing steady growth鈥攊ndicating a future where ad opportunities go beyond the big players. While the Meta platforms make up an enormous 72.5% of US social network ad spending, smaller social media platforms are holding their own, experiencing growth at a similar rate to Meta. Our take: While advertisers shouldn鈥檛 discount the massive reach Meta offers, smaller players are increasingly valuable for driving results, especially as competition intensifies on larger platforms.

The news: Activist investor Barington Capital is pushing for changes at Victoria鈥檚 Secret, just weeks after the retailer adopted a poison pill measure to thwart a potential takeover attempt by Australian investment firm BBRC International. Our take: The uncertain environment is proving to be too good an opportunity for activist investors to pass up. In Q1 alone, shareholders launched 40 campaigns in the US, accounting for more than half of global activity and a 43% increase YoY, according to a Barclays analysis.

Home Depot made a bid for GMS, a building products and tool supplier for both consumers and contractors, per The Wall Street Journal. Our take: Home Depot sees a significant opportunity to consolidate the fragmented construction supply and tool market鈥攁nd it's moving at a moment when the US housing shortfall could drive sustained demand for new construction and renovation.

TikTok Shop has emerged for many brands as a pivotal marketplace for discovery and sales. Some 50% of US consumers take product recommendation suggestions from influencers on TikTok Shop, according to February 2024 data from PartnerCentric.

The news: Klarna will be the default payment option for Bolt鈥檚 CheckoutOS merchants, per a press release. Our take: Klarna faces multiple challenges. It has to increase its availability to US consumers while also rivaling credit cards that offer both installment plans and cash back or points that likely exceed the value of Klarna鈥檚 gift-based rewards system through Nift

The trend: A growing parade of retailers are front-loading July promotions to capture sales before the start of Amazon鈥檚 Prime Day event, which will run from July 8 at 12:01am PDT through July 11. Our take: There's a good reason that more retailers are joining Walmart and Target in attempting to get a head start on Prime Day. Amazon typically garners an outsized share of sales during its marquee event; we expect Amazon will account for 75% of US ecommerce sales during Prime Day this year.

US financial media network ad spend will soar to $1.22 billion in 2026, nearly doubling from $640 million in 2025鈥攁 66.8% compound annual growth rate (CAGR), per our May 2025 forecast.

The trend: Gen Z is opting out of both traditional pay TV and ad-supported streaming tiers, signaling deeper changes in viewing behavior. Just 42% of Gen Z subscribers use ad-supported SVOD, while less than half of all US households now maintain a pay TV subscription. Our take: Streaming鈥檚 future depends on reaching the next generation, but current models鈥攅specially ad-supported tiers鈥攁ren鈥檛 meeting Gen Z where they are. With only 1.3 hours of streaming and 0.8 hours of traditional TV per day, Gen Z prefers social video, gaming, and music. To stay relevant, platforms must prioritize native formats, interactivity, and creator integration over legacy ad models.

The insight: The vast majority鈥�80%鈥攐f automakers鈥� $30 billion tariff costs next year will be passed along to the consumer, according to a report by AlixPartners. The consulting firm expects car prices to rise by $1,760 on average鈥攚hich will slash US auto sales by 1 million over the next three years. Our take: Cars are an essential expense for a majority of Americans. But as the cost of ownership (including insurance, maintenance, and gas) rises, more consumers will be forced to cut spending in other areas. Those pressures could be particularly acute for households that rushed to buy vehicles before tariffs kicked in and are now struggling with higher monthly payments they hadn鈥檛 fully planned for.

Brokered deposits at US banks decreased for the fifth consecutive quarter in Q1 2025. This means that banks are reducing their dependence on this generally more expensive funding source in favor of lower-cost options. And targeted marketing efforts helped them achieve this. Banks employ a variety of strategies to attract and retain customers of their lower-cost deposit products such as seamless account opening, free checking accounts, early access to paychecks, and competitive rates.

The trend: Walmart has begun rolling out 鈥淪ummer Frights鈥� Halloween displays in about 1,000 stores across the US, featuring quirky early-season items like watermelon jack-o鈥�-lanterns and ghost plushies in Hawaiian shirts. Our take: Walmart is smart to embrace offbeat retail moments like Summerween. While consumers are cutting back on discretionary spending, they continue to splurge on seasonal celebrations like Halloween and the holidays. Halloween alone has become a major retail event, with spending hitting $11.6 billion last year鈥攁 31.8% increase from pre-pandemic 2019. Summerween pulls some of that spending forward and gives budget-conscious shoppers a playful reason to open their wallets鈥攅ven if they鈥檙e feeling spooked by the economy.

The news: PayPal is launching storefront-style ads that allow users to buy products directly within display ads on publisher sites, using PayPal or Venmo without leaving the page. Debuting in the US with partners like Business Insider and Vox Media, the units will later expand to include carousels and listings. This move strengthens PayPal鈥檚 financial media network footprint after its 2023 Ads launch. Our take: As FMN spend is set to reach $1.78B by 2027, PayPal is embedding commerce where consumers already are. These shoppable ads address friction, drive impulse purchases, and position PayPal as a safeguard against rising AI-driven agentic commerce.

The news: Consumers increasingly trust shopping suggestions from AI, even more than product suggestions from content creators, positioning the technology as a trusted and personalized guide rather than a back-end tool. 27% of US consumers trust AI shopping recommendations, per Walmart鈥檚 Retail Rewired Report, compared with 24% who trust suggestions from social media influencers. Our take: AI retail tools are most likely to succeed if they offer both speed and a sense of user control. Retailers should let users set spending caps and offer options to pause or customize recommendations to help AI agents feel more like a trusted assistant than a pushy salesperson.

The trend: Few consumers use AI tools for the health and wellness activities they participate in, according to a recent survey from Menlo Ventures and Morning Consult of 5,031 U.S. adults in April 2025. The big takeaway: Consumers are right on the cusp of using AI as a health information tool. AI tools are getting smarter, but can still be unreliable鈥攐ne faulty response to a query about a person鈥檚 symptoms or health condition can turn a user off for good. AI platforms must train their models on credible medical sources and collaborate with clinicians to review outputs for accuracy.

The news: Ad quality has a big impact on whether gamers will stay in the game or walk away from a session. Over half (52%) of gamers in the US, the UK, Germany, and Japan would quit playing if they encountered multiple disruptive ad features, per Deloitte鈥檚 Quality Drives Value: A Look into Mobile Gaming Ads survey. Our take: Prioritizing features like rewards and skip options can help players feel in control and properly compensated for their time, helping mobile gamers to stay engaged, click through, and return. Poorly timed or deceptive ads, on the other hand, risk alienating gamers and increasing churn.

The news: Marketing teams are rapidly integrating AI tools into search engine optimization (SEO) workflows. A vast majority (86%) of US SEO professionals and digital marketers use ChatGPT alongside traditional platforms like Ahrefs (64%) and Semrush (56%), per a Databox survey to understand how generative AI (genAI) is changing their work in 2025. Our take: As shifts from traditional search to AI chatbots continue to alter the marketing landscape, CMOs need to maintain a balanced approach to AI integration while preserving traditional SEO foundations. Combining AI鈥檚 efficiency with human oversight is key to ensure brand control while exploring emerging search and SEO opportunities.