Tariff Turmoil: How U.S. Trade Shifts are Causing Canadian Marketers to Pivot

With the last couple of months having on-again, off-again tariff threats, and today's latest tariff developments, companies had already started to shift their marketing and business strategies. Some have already begun re-evaluating their entire approach: re-writing marketing strategies, cancelling planned US events and redirecting their  budgets. Here's what they doing instead.

The Shift to International Markets

A couple of our clients, Canadian manufacturers of solid Canadian products, have always had a very strong presence in the U.S. market. Their businesses relied on American retailers and e-commerce platforms, with marketing strategies for both Canadian markets as well as U.S. consumers.

As the rollercoaster of tariffs started rolling out, and pulling back, and rolling out again, it created too much uncertainty for their markets.  Both companies decided that the US market was going to be unreliable for the unforeseeable future and determined they needed to shift focus.  The potential increase of costs of exporting their products made up of combinations of steel, aluminum and components sourced from China made a focus on the US market more risky with every tariff threat.  What was once a profitable venture suddenly became a financial headache. Their U.S. buyers will be looking elsewhere if they increase costs, and they had to make a tough call: were they going to double down on the U.S. and eat those costs, or shift focus elsewhere?

They chose to pivot.  Big time. One company is doubling down on Canada and looking into international markets in Central and South America and the second company made a strategic decision to focus on Europe. This meant their entire marketing strategy had to be reimagined from the ground up.

Doubling Down on Canada

For a few of our clients, tariffs have actually been a boon to their business.  The shift to “buying Canadian” has changed their marketing focus to ensuring that their fellow Canadians know they are a Canadian-made product.  For some, this will result in increased Canadian sales with the help of Canadians buying their own goods.  They are also shifting suppliers to ensure their “Canadian-made” marketing messaging is completely accurate and re-packaging and messaging their goods and services to ensure clarity of that message.  Other consulting firms are gaining business as they help Canadian companies move to the forefront of positioning themselves to gain a leg up in large Canadian Government and Business procurement deals. 

Even More Focus on the USA?

A couple of our clients in the consulting field are also seeing the tariffs as an opportunity to increase their business in the US, but in a completely different way.  They are increasing business in American markets by helping American businesses cope with changes that need to be made to business processes and assisting some that need to completely re-focus their business strategies.  This includes consulting on pricing changes due to tariffs, or consulting on projects that involve Canadian businesses and suppliers that are now embroiled in a trade war.

What This Meant for Their Marketing Strategy

Switching markets isn’t as simple as changing a few Google Ads and translating a website. This shift requires a strategic look at messaging, branding, and digital presence. When helping our clients pivot quickly to new markets, here’s a few areas we have been focusing on:

1. Market Research & Consumer Behavior: Each country has a distinct culture, language (English spelling in Canada and Europe vs. US) and ways of doing business. They might value different aspects of a product such as sustainability, local craftsmanship, and even packaging regulations which can vary by country. We had to conduct fresh consumer research to understand what would resonate most.

2. Messaging and Branding: Understanding what different markets value most and the language that they use means a shift of messaging and often, branding.  This can include packaging, website messaging, checking that translated taglines and messages resonate with the audience, and using different tactics to reach the audience that is their new focus.

3. SEO & Digital Presence: Understanding what users are searching for country by country and ensuring our client’s SEO strategy is optimized for that country’s search behavior is a top task.  Localizing SEO for new territories and creating content focused on issues that matter in new markets is top of mind. We are looking at keywords, reworking website content, investigating local directories and potential backlinks and even researching different domain variations to gain traction in new geographies.

4. Social Media & Influencer Partnerships: The platforms and influencers that were driving engagement in the U.S. aren’t necessarily the same in Canada, Europe or other international markets. In addition, many businesses are changing social platforms.  Facebook, Instagram, LinkedIn, YouTube and TikTok remain strong in many geographies, but in some regions, platforms like WhatsApp play a more significant role in business communication. Substack is growing and podcasting keeps getting stronger.  Many are completely dropping Twitter - X as a social platform for business use.  Asian markets use very different platforms altogether.  Picking the right mediums and adjusting for the right tone for each of these mediums is important.

5. Pricing Strategy: Pricing has to be adjusted to reflect new shipping logistics, tariffs, and currency differences. This has been extremely confusing for businesses as they are having trouble determining which tariffs will apply to them with all the shifts and how they can adjust.

A New Reality for Canadian Businesses

Our clients’ stories are not unique. More and more Canadian companies are taking a hard look at their reliance on U.S. markets as they explore alternative international opportunities. For marketing agencies like ours, this means we are continually helping them evolve their playbook from one that’s less focused on a single market and more about global adaptability.

The reality is, Canadian businesses realize they can’t afford to be caught off guard by shifting U.S. policies over the next 4 years. If tariffs continue to fluctuate unpredictably, the smartest move may be to proactively diversify markets rather than constantly being forced to do so. That’s where having a flexible, globally-minded marketing strategy becomes essential.

Let’s turn uncertainty into opportunity.

We know the road ahead might be uncertain. But one thing is clear: adaptability isn’t just an option anymore—it’s a necessity. If your business is feeling the strain of ever-changing tariffs, you need to consider how you can future-proof your marketing strategy and open up new opportunities beyond the U.S.  We have partners we can refer you to to assist with specific business strategies and our agency can help you make the marketing shift you need to be successful in 2025.  If there’s one thing Canadian businesses know how to do, it’s weather a storm—and come out even stronger on the other side

Reach out to Brandspot today and let’s start mapping out your next move, whether it’s reshaping your marketing strategy, exploring new markets, or connecting with trusted partners to support your business goals.

2025 belongs to the bold.