Here are the recommended reads for this week and why they matter:
This week’s must-reads center on what’s shaping consumer sentiment and marketing strategy at the midpoint of 2025. From AI and economic pressures forcing CMOs to rethink execution, to the surprising power of women’s sports sponsorships, to how inflation and tariffs are altering back-to-school shopping. Each article offers a sign of where marketing is headed.
Chris Kelly, Marketing Dive: July 8, 2025 2025 has not been easy for CMOs. Economic uncertainty, trade tensions, and the evolving impact of AI have made adaptability the new gold standard.
As the article notes, “Consumers and chief financial officers are feeling the bad vibes,” meaning marketers are facing pressure to deliver measurable impact with fewer resources and less time. The pendulum is swinging back toward performance marketing, but without abandoning the need for long-term brand value.
Why it matters: The challenges laid out here we are hearing first hand from marketers, especially those who manufacture outside the US who have been blindsided by tariffs. It underscores the need for agility across every level of marketing. Optimove’s Positionless Marketing approach, which empowers every marketer to take action instantly and independently, is designed for this kind of environment.
Molly Innes, Marketing Week: July 8, 2025 According to the Women’s Sport Trust, nearly 10 million consumers are more likely to purchase from brands sponsoring women’s sports, surpassing those aligned with men’s. It’s a shift in consumer values, and one that highlights the growing cultural and commercial power of women’s sports.
Why it matters: Empathy and relevance win. As consumers increasingly vote with their wallets on values, brands that align with inclusive, rising cultural movements stand out. Personalization isn’t just about data. It’s about understanding what matters to your customers.
Related: Read this Casino.org article about Optimove’s research, based on an analysis of over 740,203 bettors, that reveals the economic power of Caitlin Clark.
Tatiana Walk-Morris, Retail Dive: July 7, 2025 Back-to-school spending is still strong, but the influences behind it are changing. Inflation, tariffs, and even AI are all shaping purchase decisions. A PwC survey noted one in five shoppers now plan to use AI to find deals online a clear signal of how digital behavior is evolving.
Why it matters: With consumers becoming more cost-conscious and digitally savvy, marketers need to anticipate intent and respond in real time.
Stay tuned to Optimove’s Back-to-School survey and report that reveals that consumers are increasingly budget-conscious, cautious about inflation, and deeply concerned about the impact of tariffs.
In Summary
This week’s media reminds us that consumers aren’t static and shouldn’t be either. Whether it’s adjusting to AI-driven expectations, aligning with cultural values, or meeting budget-sensitive shoppers with empathy, the brands that listen, move fast, and personalize at scale will be the ones that win.
Check back next week for another roundup of Media That Matters.
Rob Wyse is Senior Director of Communications at Optimove.
As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.
