Strategic Moves to Weather Uncertainty with Confidence
The U.S. consumer products industry is contending with a convergence of headwinds: elevated inflation, shifting consumer priorities, and a volatile macroeconomic environment. While the instinct in challenging times may be to pause or retreat, the companies that endure and evolve are those that lean in — making strategic choices rooted in clarity, purpose, and value.
Philippe Harousseau and Evan Eckman, fractional CMOs at Chief Outsiders, offer practical, time-relevant strategies to help CPG leaders manage uncertainty and position their brands for sustainable success. Their insights reflect not only deep operating experience leading diverse consumer product brand portfolios at companies like Unilever and Nestlé, but also learnings from Chief Outsiders’ 5,000+ engagements across more than 70 industries.
Understanding the Landscape
Consumer Sentiment and Spending Behavior
Consumer confidence is a critical indicator of economic health, reflecting the overall optimism or pessimism of consumers regarding their financial situation and the economy. Recently, consumer confidence has been on a decline due to various factors, including continued inflationary pressures and an acute sense of unpredictability. Inflation erodes purchasing power, making consumers more cautious about their spending. Peter Drucker once said, “The greatest danger in times of turbulence is not the turbulence; it is to act with yesterday’s logic”. This underscores the need for businesses to adapt their strategies to the current economic realities.
Seven Strategic Actions for Resilience and Relevance
1. Lead with Value — Not Just Price
In uncertain times, the word “value” takes on heightened meaning. Consumers aren’t just looking for affordability — they’re looking for confidence in what they buy. Low price items may thrive, but not the cheap ones. Today’s shopper has little patience or budget for poor quality. Brands that are clearly positioned, well-defined, and consistently deliver on their promise will outperform generic or ambiguous offerings.
“In a value-driven market, it’s crucial to offer competitive pricing without compromising on quality. Bundling products can provide consumers with perceived value and drive sales growth.“
– Evan Eckman, CMO at Chief Outsiders
2. Double Down on Brand Purpose
In times of economic turbulence, a brand’s purpose becomes more than a marketing line — it becomes a compass. When brands authentically live their purpose, it helps guide decision-making, earn trust, and galvanize internal teams. However, purpose must be embedded, not performative. A hollow or purely philanthropic stance won’t move the needle.
“True purpose shows up when it’s hard to hold the line. Brands with a deeply integrated ‘why’ tend to outperform those that rely on surface-level messaging.“
– Philippe Harousseau
As Philip Kotler and Christian Sarkar argued in the Marketing Journal, Purpose has become the 5th “P” of marketing — a core element that drives positioning, preference, and greater resilience in times of crisis.
3. Optimize Pricing — But Do It Strategically
Dynamic pricing strategies — guided by customer data, demand patterns, and competitive insights — can help brands remain responsive without racing to the bottom. Bundles, limited-time packs, and right-sized SKUs can enhance perceived value while protecting margins.
4. Strengthen Customer Relationships and Personalization
Long-term resilience is rooted in strong customer relationships. Now is the time to enhance loyalty programs, increase personalized communication, and demonstrate that you understand and support your consumers’ evolving needs.
“Excellence comes from human beings doing things of value that customers find memorable.”
– Tom Peters
5. Reinforce Supply Chain Agility
While tariff impacts remain uncertain, diversified sourcing and local partnerships can improve flexibility and resilience. It’s not just about cost control — it’s about continuity and speed. Redundancy and agility matter more than ever in a volatile environment.
“The best way to predict your future is to create it.” – Peter Drucker
6. Innovate With Intent
Innovation doesn’t need to mean big R&D bets. It means adapting to what matters most today. Introducing new product lines that cater to current consumer needs and preferences can drive growth. Adam Morgan, author of Eating the Big Fish, notes, “A constraint should be regarded as a stimulus for positive change—we can choose to use it as an impetus to explore something new and arrive at a breakthrough”. This perspective encourages companies to view current challenges as opportunities for innovation.
7. Track, React, and Move with Speed
Regularly gathering and analyzing consumer feedback is vital for adapting strategies quickly. Staying informed about market trends and economic indicators allows companies to anticipate changes and adjust accordingly. As Drucker put it: “The relevant question is not simply what shall we do tomorrow, but rather what shall we do today in order to get ready for tomorrow.” It’s a mindset that drives strategic adaptability.
Final Thought: Progress Over Perfection
The path forward isn’t about explosive growth — it’s about clarity, control, and consistent delivery. Brands that remain anchored in value, guided by purpose, and connected to their consumers won’t only survive — they’ll earn the right to thrive when the market turns.
Authors:
FAQ
Q: How can companies navigate uncertainty in the consumer products industry?
A: Companies can navigate uncertainty by leading with value, doubling down on brand purpose, optimizing pricing strategically, strengthening customer relationships, reinforcing supply chain agility, innovating with intent, and tracking and reacting to market changes with speed.
Conclusion
In conclusion, the U.S. consumer products industry is facing significant challenges, but by implementing strategic actions and staying agile, companies can weather uncertainty with confidence. By focusing on value, purpose, and innovation, brands can not only survive but thrive in a rapidly changing market landscape.
Title: The Benefits of Outdoor Exercise
In today’s fast-paced world, it can be easy to forget about the importance of physical activity. Many of us spend hours sitting at a desk or in front of a screen, leading sedentary lifestyles that can have negative impacts on our health. However, one simple solution to combat this is to take our workouts outside.
Outdoor exercise has numerous benefits for both our physical and mental well-being. One of the key advantages is the exposure to natural sunlight, which can help boost our mood and energy levels. The vitamin D produced by sunlight is essential for maintaining healthy bones and immune function. Additionally, being outdoors can provide a change of scenery and a sense of freedom that is often lacking in indoor workout spaces.
Another benefit of outdoor exercise is the opportunity to engage with nature. Whether it’s going for a run in the park, hiking in the mountains, or cycling along a scenic trail, being surrounded by greenery and fresh air can have a calming effect on the mind. Studies have shown that spending time in nature can reduce stress, anxiety, and depression, making outdoor workouts a great way to improve mental health.
Furthermore, outdoor exercise often involves a variety of terrains and elements, which can challenge different muscle groups and improve overall fitness. Running on uneven terrain or cycling against the wind requires more effort and coordination than a stationary workout in the gym, leading to a more effective workout. Plus, the ever-changing outdoor environment can keep workouts interesting and prevent boredom.
In conclusion, taking your workouts outside can have a multitude of benefits for your physical and mental health. The natural sunlight, connection to nature, and diverse terrain all contribute to a more enjoyable and effective workout experience. So next time you’re feeling cooped up indoors, lace up your sneakers and head outside for a refreshing change of pace. Your body and mind will thank you.
