Marketing, customer experience, and digital business leaders in consumer-facing businesses are navigating rapidly evolving markets, stoking uncertainty for both consumers and businesses. So far, the US economy has largely continued to grow despite upheaval. Don’t be lulled into thinking that this economy is the new normal. Instead, buckle up for the rest of 2026: Consumer business leaders must optimize their focus and spend with extreme discipline and creativity, master change management, and ratchet up their risk management discipline.