蘑菇AV

The trend: The number of family caregivers in the US continues to increase, and many are taking on more responsibility, according to a survey of nearly 6,900 family caregivers ages 18+ from the AARP & National Alliance for Caregiving. Our take: Healthcare provider organizations and pharma companies can build relationships with families and drive brand loyalty by developing resources that target caregivers rather than patients. For instance, providers with patients who have family caregivers can offer transportation services to appointments, be accessible during times of the day that best work for caretakers, and connect caregivers with resources on how to get compensated for their work. Additionally, drugmakers should create educational materials that help caregivers better understand their recipients鈥� disease, manage their treatment regimens, and administer medications.

The news: Few US adults pay for news behind paywalls. A June 2025 Pew Research Center survey shows just 17% paid for any news last year. The vast majority (83%) avoid payment, citing the abundance of free alternatives. Our take: Advertising tied to paywalls narrows reach and shrinks scale. Brands should prioritize open, ad-supported platforms where audiences engage freely. Marketers who embrace paywall resistance鈥攆ocusing on easy access and relevant content鈥攚ill win attention and revenues in a fragmented media landscape. Those relying on strict gating risk losing audience share and diminishing ad impact as consumers stick to free, accessible alternatives.

Snacks maker Mars said it plans to invest an additional $2 billion in US manufacturing through next year to build new facilities and upgrade existing ones in wake of the Trump administration鈥檚 tariffs. Tariffs are leading some businesses to boost their US footprint, and we may see more investment announcements. But a key consideration is whether these expansion announcements will represent substantive, job-creating initiatives, or if they are largely symbolic moves designed to support the US government鈥檚 current messaging around American manufacturing.

The news: President Trump sent letters to 17 pharma companies, demanding they take action to lower drug prices in the US within 60 days. Our take: We think it鈥檚 unrealistic to expect pharma companies to willingly cut their profits despite Trump鈥檚 escalated demands. Drugmakers called out in the letter will likely wait out Trump鈥檚 deadline and see what he threatens next, knowing they could always legally challenge the most-favored nation order. We also expect more pharma companies to make some of their medicines available through the D2C channel, perhaps seeing it as a reasonable good-faith concession that they hope will get Trump to back off the most-favored nation pricing.

The news: 53% of US consumers cited a lack of human empathy and understanding as a concern with using Gen AI-powered customer service tools, per a survey conducted by American Express. Our take: GenAI will be an engine for automizing easy wins, like personalized customer service experiences or customized rewards. However, the tool needs to be selectively deployed for best results. Consumers also still desire access to live representatives for human touches that genAI cannot generate. Issuers who can provide a blend of both in their customer service experiences stand to win the approval of all age brackets across their cardholding base.