Media at a Crossroads: How Policy Shifts and Political Power Are Reshaping the Media Landscape—and Why Brands Should Pay Attention

Apr 18

Written by Benn Marine, Campfire Consulting’s Director of Impact

The past two weeks have sent ripples through the media world—from changes in U.S. trade policy that are reshaping digital ad strategies to new political threats against public broadcasting. While these stories may seem unrelated at first glance, they’re deeply intertwined in the broader question of who controls the narrative—and at what cost.

Let’s break down two of the most impactful developments and what they mean for brands, communities, and society as a whole.

Tariffs Trigger a Major Ad Spending Pivot

On May 2, the U.S. will close a long-standing tariff loophole that allowed packages under $800 from China to enter the country duty-free. In response, Chinese e-commerce giants Temu and Shein have slashed their U.S. ad spending—Temu by 31%, and Shein by 19%, according to data from Sensor Tower and Similarweb reported by Reuters.

These platforms, which had been flooding U.S. social channels like TikTok, YouTube, and Instagram with ads for ultra-cheap fast fashion, are now pulling back. That may seem like a niche development, but it holds big implications for the digital advertising economy and the brands operating within it.

What This Means for U.S. Brands

Media Costs May Shift: A sudden drop in high-spending advertisers like Temu and Shein could open up inventory and potentially lower ad rates—at least temporarily—creating an opportunity for smaller brands to step in.
More Room for Mission-Driven Brands: These companies are often criticized for unethical labor practices and massive environmental impact. Their retreat creates space for more values-aligned, local, or sustainable brands to reach audiences who are increasingly looking for alternatives.
Time to Re-evaluate Media Strategy: With trade policy becoming a key variable in media spend, U.S. brands should stay nimble and track policy shifts that could affect either competitors or key audiences.

Societal Impact

This moment is also a chance to consider how global trade and advertising intersect with justice and sustainability. What happens when the dominant players pulling media levers are ones that thrive on extractive labor models and overconsumption? And how can U.S. businesses help shift culture toward more ethical consumption through the media investments they make?

Political Power Targets Public Media

In a move that stunned many, the White House has called for the defunding of NPR and PBS, accusing them of bias and labeling them “two horrible and completely biased platforms” (Ars Technica).

While political rhetoric aimed at the press isn’t new, the consequences of this could be profound—especially for local journalism, educational programming, and civic discourse.

Why This Matters to Brands

Trust Still Sells: Despite political attacks, public media outlets like NPR consistently rank among the most trusted sources of news. Brands that align with trustworthy, mission-driven media partners signal integrity and stability in a fragmented media landscape.
Advertising With Values: Investing in or underwriting public media (even at the local level) is more than just ad spend—it’s a public service. It helps ensure communities have access to information that’s not behind a paywall or owned by billionaires.
Signal Your Values: In an age of increasing polarization, how a brand shows up in the media is just as important as where. Choosing media partners thoughtfully can reinforce your brand’s mission, authenticity, and relevance.

Societal Impact

Public media plays an essential role in fostering an informed citizenry. Defunding it not only disrupts this ecosystem but sends a chilling message about whose stories are worth telling. In the face of this, brands have a unique opportunity to help uphold democracy and cultural resilience by supporting media that serves the public good.

Final Thoughts: A Call to Conscious Media Strategy

These aren’t just headlines—they’re signposts. The media landscape is being shaped by global economics and domestic political agendas, and the ripple effects will reach your brand whether you're ready or not.

Now is the time for marketing and media teams to: