The US Monthly Pulse Newsletter: July 2025
🥒 Pickle ramen, red wine salt & proffee. Here’s what consumers really think.
Between the heatwaves, OOO replies, and iced coffee on repeat, summer might feel like the slow season, but consumer expectations? Not taking a summer break.
In the latest edition of The Marketing Pulse, we unpacked two trends you can’t afford to ignore.
Grab your coffee, here’s your morning dose of sharp insights and scroll-worthy stats!
PULSE ON BRANDS
The Marketing Pulse
Here’s how consumers are reacting to the latest brand moves.
📼 Nostalgia is everywhere in marketing right now.
When the world feels a bit overwhelming, familiar things feel… good. That’s why brands are pulling from the past to reconnect with today’s consumers. And it’s working! More than half of consumers smiled at Instacart’s retro summer ad, and Olipop’s nostalgic motel campaign? 52% said it was fun, and 25% called it the coolest thing they’ve seen.
But it’s more than clever references.
So… what makes a throwback actually resonate in 2025?
👉 Read the full blog to see what’s working, what’s not, and how to use nostalgia the 2025 way.
🤳 Over in the UK, Influencer marketing is having a trust issue.
Once the front-runners for brand authenticity, influencers are now under fire. Our latest Pulse reveals that 65% of Brits see influencers as “ads in disguise” and only 10% still view them as aspirational.
So… what happened?We dug into why consumers are switching off, what’s turning them away, and what they actually want from influencer content in 2025.
PULSE HIGHLIGHTS
The News Pulse
In other news, here’s how Americans are reacting to the latest headlines.
🏡 Crypto for keys?
A new federal policy could let homebuyers use crypto assets. 30% say it’s a legitimate asset that should be included.
🛡️ The threat is digital, and Americans are worried
With digital threats looming, 74% don’t feel confident that the government could handle a major cyberattack.
🥒 Would you try pickle ramen?
Cup Noodles just dropped a Sweet & Sour Pickle flavor and curiosity’s winning, 43% say they’d try it.
🍷 Red wine salt is the latest foodie obsession
A viral Instagram video has people mixing coarse salt with red wine, and it’s not just for the aesthetic. It adds a rich, slightly tangy flavor that pairs well with meats, and veggies. 3 in 5 say they’re here for it.
☕ Proffee, anyone?
Starbucks is testing a banana-flavored cold foam packed protein, 51% say it sounds appealing.
🛒 Costco’s VIP treatment
Executive members can now get in an hour early and grab a $10 monthly credit on big online orders, 41% say the perks are totally worth it.
🍳 Waffle House says egg prices are cooling off
The chain just dropped its egg surcharge, hinting that prices are finally coming back down. So, what’s cookin’ now? 36% say it’s omelette time, all day, every day.
👟 Nike’s feeling the heat from new tariffs
With costs set to jump, Nike’s cutting back on making shoes in China. 48% say it’s time to bring more manufacturing back to the US, and 24% agree if it stays affordable.
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