The Shifting Sands of Marketing: Adapting to Uncertainty

Over the past few days, businesses across Canada have been bracing for tariffs. I won’t wade into the political discourse as that is not my arena. But from a marketing and communications perspective, this situation is a stark reminder of the ever-shifting landscape we navigate.

Three months ago, things were moving in a clear direction. Then, a few weeks ago, tariffs became more likely. Marketers scrambled, adjusting messaging, repositioning products, and preparing businesses for a new reality. But then the tariffs were paused, leaving brands unsure if those plans would ever see the light of day.

In less than a month, marketers had to develop go-to-market strategies and communications plans without knowing whether they would ever need them.

However, this level of agility isn’t exclusive to policy changes. It happens regularly in live entertainment, sports, and cultural events.

A former colleague once shared how Jeep prepared for the Super Bowl. Their team created 24 hours’ worth of content for different scenarios, knowing only a fraction would ever be used. And then, there are moments you can’t predict, like Oreo’s famous “Dunk in the Dark” tweet during the Super Bowl blackout.

Marketing today is a high-stakes balancing act between preparation and adaptability. When brands are ready, they seize the moment, deploy content, secure approvals, and stay ahead. When they’re not, they’re left scrambling, promoting when they shouldn’t, or missing prime opportunities.