U.N. Peacekeeping Can Help Trump Advance His ‘Back to Basics' Agenda
Earlier this month, the United Nations Security Council renewed the U.N. peacekeeping mission in South Sudan amid a worsening security climate in the country. In voting for the renewal, the U.S. acting ambassador to the U.N., Dorothy Shea, stated that 'the United States is committed to the UN returning to its foundational purpose of maintaining international peace and security.'
But for all the United States' rhetoric about the value and importance of peacekeeping, only two weeks prior it had withdrawn its own small contingent of military officers from the U.N. force in South Sudan, known as UNMISS. A week before that, a memo that leaked to the press included a plan to freeze U.S. contributions to peacekeeping missions altogether.
This disconnect between U.S. rhetoric and actions may seem puzzling, but is consistent with U.S. President Donald Trump's policy agenda in three ways. First, pulling money from Blue Helmet peacekeeping operations, which is the main thing Americans think of when they think of the U.N., fits the Trump administration's broader political promise to voters to conspicuously slash what it considers to be wasteful bloat at the organization.
Second, the removal of U.S. military personnel from UNMISS appears to be connected to South Sudan's initial denial of entry to a Congolese national removed from the U.S. as part of Trump's mass deportation policy in early April, though Juba later relented and admitted him 'in the spirit of the friendly relations between South Sudan and the United States.' If so, this kind of retaliation would be consistent with the transactionalism Trump is known for.
To get more in-depth news and expert analysis on global affairs from WPR, sign up for our free Daily Review newsletter.
Third, the U.S. rhetoric at the Security Council is aimed at countering what it views as mission creep in U.N. practice. As Shea pointedly noted when UNMISS was renewed, 'Peacekeeping mandates, including this one, should not pursue ideological goals that are difficult to define and even more challenging to implement on the ground, but rather focus on core Chapter VII functions.' As for the U.N. more generally, she added the 'potential of the system is commendable, but it has fallen quite far from its original mission,' reflecting a general White House concern for the U.N. to get back to 'basics.'
Shea is correct that U.N. peacekeeping is worthwhile, and acknowledgment of that fact could offer the Trump administration an opportunity to further rethink and pivot on matters of global peace and security, as it has done in recent days on the India-Pakistan and Israel-Hamas conflicts, and may be planning on the Russia-Ukraine war. After all, of all the U.N. agencies that Trump could target for funding cuts, peacekeeping is actually the one most aligned with the U.N.'s core mission of conflict prevention. It is also the one that is most likely to be cost-effective—eight times more cost-effective than unilateral U.S. stability and support operations, to be exact. Based on that cost-benefit analysis, the Trump administration could actually get a better bang for its buck by coupling its desired U.N. reforms with efforts to enhance the factors scholars know help peacekeeping missions succeed, rather than by pulling resources altogether.
U.N. peacekeeping is widely understood to be one of the most powerful and effective conflict-intervention tools in human history. Political scientists who have studied these missions have found marked improvements across the board on various measures, including the speed with which wars end, the reduced likelihood of them restarting and the reduced likelihood of civilians being killed or sexually assaulted.
But as political scientist Page Fortna notes, U.N. missions are often sent to intervene in the hardest conflicts where they are least likely to succeed, and they are often inadequately resourced to boot, which explains why they are also widely perceived as ineffective. The many successes these missions achieve go uncovered by the media, while any failures that occur take the spotlight, with commentators then using those failures to call for the elimination of peacekeeping altogether.
Instead, we should be learning from the wider picture of peacekeeping's many successes. To be sure, South Sudan is a case that might cast doubt on the efficacy of peacekeeping. Efforts toward sustainable peace have stalled. Refugee flows into neighboring countries remain at crisis levels. And war crimes against civilians by government forces are endemic, including a disturbing turn toward the use of chemical incendiary weapons as well as a recent attack on a hospital operated by Doctors Without Borders.
But this is a reason not for withdrawal, but rather for a stepped-up U.S. troop presence and infusion of funding, alongside reforms of the mission's mandate.
That's because peacekeepers in South Sudan haven't always had the ability to put their best foot forward. It's easy to blame the U.N. for this, but in reality the organization is always beholden to the political constraints imposed by member states, particularly the permanent members of the Security Council and especially the U.S., its biggest donor.
Member states set out the mandate for each peacekeeping mission from scratch, and they have opportunities to make substantive changes to improve effectiveness—including by holding senior commanders accountable—when they renew missions. In fact, as the 'penholder' for South Sudan at the U.N., the U.S. has greater latitude, and therefore greater responsibility, than most for setting that agenda and wielding what leverage it has.
Member states also choose whether or not to provide adequate resources for operational success. Washington has historically provided 22 percent of the U.N. peacekeeping budget, and as a result, as Mark Leon Goldberg makes clear, the U.S. footprint—and therefore leverage—in the peacekeeping world is heavy.
Rather than pull out of peacekeeping, the Trump administration could use that leverage to wring even more value out of peacekeeping missions in exchange for its funding. For example, it could require that South Sudan and the Security Council implement—and fund—specific fixes known to make a difference. As an example, demobilization, disarmament and rehabilitation, or DDR, programs are a staple of successful peacekeeping missions, but they are being starved for resources in South Sudan. This is a fixable problem and a missed opportunity.
Protection of civilians also works best if small units of dedicated peacekeepers with situational awareness have the latitude to put themselves between vulnerable civilians and armed groups without waiting for approval from up the chain of command. Consider the contrast between the Dutch and Norwegian peacekeeping battalions in the former Yugoslavia. Future updates to the UNMISS mandate could strengthen the ability of the mission and its contractors to operate to prevent massacres without prior authorization.
Political scientists Hanne Fjelde, Lisa Hultman and Desiree Nilsson also show that civilian protection operations work better in constraining nonstate actors than in constraining the armed forces of the government whose consent is required for the mission. To solve these problems, member states must use leverage at their disposal to change the behavior of the peacekeeping mission's host government as well as militias. In some respects, the U.S. approach to South Sudan following its initial withdrawal of personnel last month is heartening, as the updated rules just approved by the Security Council do call for more accountability for government forces.
The Trump administration should be credited with these positive steps. But more could be done. In South Sudan, one driver of the ongoing tensions and civil war remains the easy flow of small arms and tanks into the country through Uganda. An arms embargo is up for renewal later this month, but according to retired U.S. Marine Lt. Col. Edward Carpenter—former chief of policy and plans for UNMISS and author of 'Blue Helmet'[full disclosure: he's also my brother]—the embargo is not only ineffective, as it goes largely unenforced, but also ironically counterproductive.
That's because the ban on 'military aid' has historically been interpreted to prohibit the kinds of nonlethal supplies and assistance—such as uniforms, meals and military-to-military training in professional conduct and the laws of war—that actually assist government forces in maintaining discipline, creating the conditions for peace and providing alternatives to scorched-earth tactics. The language of the embargo was relaxed in 2023 to allow for just this kind of assistance, but so far the U.S. has failed to offer any to the South Sudanese government through various programs at the Defense Department's disposal. That's unfortunate, because these nonlethal services are exactly the sort of leverage Washington could use to pressure South Sudan's government to protect civilians. 'The government wants and needs these goods, which means they can be used to incentivize real change,' Carpenter says.
Finally, if the Trump administration really cares about the success of U.N. peacekeeping missions, it has the ability to set new standards of risk and reward for participating states. One of the key political problems any peacekeeping mission faces is domestic casualty-aversion, which makes it harder for senior personnel to protect civilians when it counts. Peacekeeping can be dangerous: Just last week, two Cambodian peacekeepers lost their lives in South Sudan. And because member states often have no appetite for announcing such casualties to their home constituents, missions sometimes get shut down when they become too dangerous.
But danger is to be expected in situations where civilians' lives are on the line. If the U.S. really wants to support not only the institution of peacekeeping but the idea of it, Washington could commit more troops rather than fewer—and model the resolve in the face of casualties that other troop-contributing countries have sometimes lacked when the going gets tough. This would reinforce U.S. leadership on the U.N.'s core mission.
The U.S. is right to be concerned about revitalizing the U.N.'s core mission and values. If Trump views conflict resolution as the most important of those, the data shows that peacekeeping remains the surest of bets, despite the fact that certain hard cases have offered a mixed record. A foreign policy consistent with that goal would see the commitment of U.S. troops and treasure being increased rather than deprioritized, as they would yield valuable returns on investment.
Charli Carpenter is a professor of political science and legal studies at University of Massachusetts-Amherst, specializing in human security and international law. She tweets at @charlicarpenter.
The post U.N. Peacekeeping Can Help Trump Advance His 'Back to Basics' Agenda appeared first on World Politics Review.
Hashtags

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles


Bloomberg
30 minutes ago
- Bloomberg
Explainer How Ukraine's Drone Arsenal Shocked Russia and Changed Modern Warfare
Kyiv's flying machines cost as little as $400 and can neutralize sophisticated Russian equipment worth thousands of times more. Outgunned, outmanned and outspent, Ukrainian troops have kept up the fight against invading Russian forces for more than three years. They might easily have been routed were it not for Kyiv's mass deployment of drones. Tens of thousands of the relatively cheap and expendable machines are now buzzing back and forth over the front lines, pinpointing Russian positions, gathering intelligence to anticipate impending assaults, colliding with enemy targets or dropping bombs on them. By early 2025, drones were accounting for 60% to 70% of the damage and destruction caused to Russian equipment in the war, according to UK-based think tank the Royal United Services Institute. Russia's military has developed a rival drone force and drawn upon a traditional strength in electronic warfare to upgrade its anti-drone technology. Yet Ukraine's highly adaptable drones continue to expose gaps and vulnerabilities in Russian defenses. In early June, drones launched from trucks hit airfields as far from the front as Siberia, damaging part of Russia's nuclear-capable long-range bomber fleet, according to Ukrainian officials. Military commanders around the world are taking note. Taiwan is investing in mass-produced drones in anticipation of a possible conflict with China. Israel has recalibrated the Iron Dome air defense system in the war in Gaza to account for maneuverable drones — one of its biggest blind spots. European governments embarking on their largest rearmament since the Cold War have identified drones and counter-drone systems as an investment priority. The US Pentagon, which pioneered sophisticated and expensive drones sourced from big arms contractors, is looking to buy cheaper ones designed by startups and deployed en masse. With President Donald Trump dialing down US military support for Ukraine, convinced that the war is Europe's problem to fix, Russian leader Vladimir Putin seems intent on pushing his advantage. A prevailing assumption among western military officials is that he aims to slowly wear down the Ukrainian army until the country's fighting power and money is eventually depleted. Ukraine's massive drone program may be its best chance to flip the script. Here's a detailed breakdown of the various types of drones used in Ukraine, and how they're changing modern warfare. Close Kill Drones Small, light drones with multiple rotors have become the defining innovation of the war. Known as first-person view drones, they are typically controlled in real time via a video feed by an operator who can 'see' through an onboard camera using electronic goggles so they can fly beyond the line of sight. Social media is full of videos showing the machines closing in on troops, armored personnel carriers, missile batteries and command posts until the moment of impact, when the picture turns to static. Other rotor drones are used to drop grenade-sized explosives on targets and can be reused if they make it back safely. Fixed-wing loitering munitions hover high in the sky until they locate a target, and then dive and blow up on impact. The latest dive-bombers, such as Ukraine's recently unveiled B-1, are designed to stay airborne for several hours and are quieter than earlier models, making them harder to detect. Deep Strike Drones Long-range drones designed as pilotless, fixed-wing airplanes, can fly hundreds of miles to their targets. Ukraine became painfully familiar with them in late 2022, when Russia started sending over swarms of explosive-laden Shahed drones made in Iran, killing civilians and damaging power infrastructure as far as the country's western borders. Moscow's forces have launched more than 20,000 of these UAVs since then. Kyiv has developed its own long-range strike drones and has been responding with attacks on oil refineries and fuel and ammunition depots in Russian regions as far away as Bashkortostan, some 1,500 kilometers (930 miles) from Ukraine. Ukraine has been stepping up its attacks on military and industrial installations deep inside Russia in recent months. Russia said it downed 485 Ukrainian drones during a two-day assault in early May that damaged several arms manufacturing sites and the country's only fiber-optic cable factory. The strikes, which delayed more than 100 flights as airports around Moscow temporarily halted operations, continued through the daytime, whereas previous attacks typically occurred overnight. It demonstrated Ukraine's growing ability to bring the war to residents of the Russian capital who had been largely insulated from it in their daily lives. No injuries were reported. Naval Drones Unmanned speedboats laden with explosives have made it too dangerous for the Russian fleet to come near Ukraine's Black Sea coast, where ships would be able to bombard cities and blockade ports. Recently, Kyiv has started arming them with missiles. In early May, Ukraine's intelligence services said naval drones brought down two enemy fighter jets near the Russian port of Novorossiysk. The drones can be controlled from hundreds of miles away using the US Starlink satellite broadband network. The growing capability of naval drones costing as little as $20,000 challenges the effectiveness of warships that cost hundreds of millions of dollars to build. Reconnaissance Drones Small-rotor aerial surveillance drones help combat units to spy over nearby enemy trenches, while longer-range, fixed-wing drones map the locations of enemy units and equipment, making the staging area behind the front lines more dangerous. Surveillance drones can make aerial attacks more effective by spotting targets and delivering their coordinates for more precise targeting of howitzer artillery and ground- or air-launched missiles. Russia's Forpost spy drone provides laser guidance for glide bombs deployed by manned aircraft flying safely beyond the range of Ukraine's air defenses. For the early part of the war, Ukraine relied on Turkish-made Bayraktar drones to guide artillery firing on Russian armored units. It's now developed its own drones, Leleka and Furia, for the purpose. Russia's Orlan surveillance drones are a regular and menacing presence in the sky over Ukraine as they often foreshadow missile strikes. On the ground, Ukraine has begun deploying remote-controlled robot dogs to locate booby traps and Russian soldiers in places that flying drones can't access — such as inside buildings, along trenches and in dense woodland. Other Uses Rotor-winged drones can be used to haul food, water, medicine and ammunition to troops cut off by the enemy or when it's too dangerous to deliver supplies by road. Drones can be used as flying guides accompanying stranded servicemen out of dangerous territory. They are even used to take prisoners. The buzz of a drone will prompt some soldiers to hide or run. Others may try to shoot it down with a machine gun. Sometimes they signal surrender in the hope that the drone operator notices them and guides them to safety instead of dropping an explosive. How have drones transformed the battlefield? The bulk of FPV drones are easy to assemble in a small workshop from parts bought online. With the cheapest costing about $400, they can immobilize or even destroy a tank or other large piece of machinery worth hundreds of thousands of dollars — sometimes millions. They have allowed Ukraine to achieve some stunning military successes using relatively simple means. This has made Russia's armed forces adjust their tactics. Columns of tanks dispatched toward positions across swathes of open terrain are easy prey for Ukrainian drones. So commanders prioritize speed over armor, sending troops out on motorbikes, electric scooters and golf carts, or sometimes on foot to probe for weak spots in enemy lines. This forces drone operators to confront a multitude of smaller, scattered and fast-moving groups, and preserves the most expensive kit for larger, more coordinated assaults. The downside for Russia is that these mobile teams are more vulnerable when attacked, resulting in heavy casualties. Camouflage has become essential even miles from the front, and armored vehicles now sport jerry-rigged netting to entangle FPV drones that can only carry relatively small explosive charges. With more drones zipping across the landscape, sheltering in trenches has become a preferred option for soldiers when not on the move. The dugouts need to be better camouflaged than those used in earlier wars, and soldiers often forego hot food and avoid gathering in large numbers for fear of being detected by an eye in the sky. This permanent, blanket aerial reconnaissance has made it harder for either side to secure and hold territory, widening the 'gray zone' — the area of battle-scarred no-man's land that snakes for more than 1,000 km across Ukraine's eastern regions — to 25 km from 10 km in 2022. Military experts say it's also a reason why there's been little large-scale movement of the front lines, with Russia making only incremental territorial gains over the past year despite having more troops. Plans for further massive increases in drone deployment make it harder to predict the course of the conflict. Ukraine produced at least 1 million drones last year, and has plans to make 2.5 million in 2025, according to the country's strategic communications center. International sanctions haven't stopped Russia ramping up drone output, with Putin calling for annual production of 1.4 million this year, ten times the number Russia churned out in 2023. Innovations Developments are a constant cat-and-mouse game, with drones evolving on an almost daily basis as the adversaries figure out new ways to deal with each emerging capability. Jamming: It's feasible to knock down large drones such as Shahed using anti-aircraft machine guns, but shooting at tiny, omnipresent FPVs makes little sense. So anti-drone measures on the front line are focused on blocking the radio link between a drone and its operator using devices that emit interference signals. Another tactic is spoofing — using fake GPS signals to trick drones into thinking they're somewhere they're not and steering them off course. To deal with jamming, drone operators have been equipping drones with frequency-hopping chips to ensure connections remains secure. Fiber Optics: Russian forces pioneered the use of fiber-optic connections that can't be jammed. The drone unspools a cable as it flies, staying connected to the pilot. These drones fly closer to the ground than radio-operated UAVs and don't emit any radio waves, ensuring the safety of the drone and its operator. Often they're flown out across the gray zone and brought to land, where they wait until there's an opportunity to ambush enemy troops. One downside of these drones is that they must carry a heavy spooling reel. This makes them slower and less maneuverable, and so more susceptible to being shot down. The spool reduces the weight of explosives the drone can carry, and the cable is fragile. The drone can fly no further than about 10 kilometers, or just half of that when it's windy as the cable can sway and destabilize the drone. One other problem: Many of the cables are abandoned when a drone is incapacitated, leaving the landscape strewn with plastic pollution. More recently, Ukraine has introduced its own fiber-optic drones. Russian forces have responded by creating 'anti-drone corridors' — stretching protective mesh or wiring along roadsides. Artificial Intelligence: The direct link required between a drone and its human operator remains the weapon's main vulnerability. As soon as a connection is jammed or a fiber-optic cable breaks, the drone is lost. Trained drone operators have also become targets themselves. Advances in AI are making more expensive, fixed-wing drones increasingly autonomous. They can use Simultaneous Localization and Mapping — or SLAM — to gather data about their surroundings and then construct a map of their location. That's then compared with a high-resolution image of the territory to help it pinpoint where it is. At the same time, other sensors provide data about acceleration and velocity that can then determine how far it has traveled and estimate its location. These systems often work in conjunction with each other, as well as with satellite positioning, in order to boost accuracy and stop the drone drifting off course. In a world of fully autonomous drones, the machines could travel unguided across the landscape, identify a target and attack it before returning to base. There are no fully-autonomous drones for now, but some carry target-locking technology where AI takes over to guide the drone over the final 100 meters for the kill after its human operator has identified the target. Achieving full drone autonomy would further reshape the battlefield, potentially reducing the need to train thousands of operators. How are they building them? The Kremlin has used its deeper pockets to scale up mass production of a more limited assortment of drone models. The industry is centered on large weapons-making clusters such as Alabuga in Tatarstan, where Shahed replicas are made, and Izhevsk, where it's producing a long-range combat drone called Garpiya. Russia plans to establish 48 research and production facilities across the country by 2030 to boost its drone capabilities. Constrained by more limited resources, Ukraine's defense establishment relies on a patchwork of more than 500 suppliers. Some mass-produce drones in sprawling factories. Others either build them from scratch in small workshops and garages or repurpose drones bought online from Chinese online marketplaces. Chinese Mavic drones have become a familiar sight on the front lines, even though their maker, SZ DJI Technology Co., has denied selling any to Russia or Ukraine and the Beijing government says it's taken steps to prevent their use in the conflict. The variety of companies, funding sources and production techniques has made the industry fiercely competitive and innovative. The government is encouraging this startup culture through drone design competitions open to everyone including high-school students. Ukrainian company Skyfall has grown into one of the country's biggest drone producers. It was founded by three engineers to develop the Vampire heavy-duty, multi-purpose drone able to carry 15- kilogram bombs or to transport ammunition, food, water and medicine. It's nicknamed Baba-Yaga by Russians, after the wicked witch from children's fairytales. Skyfall has delivered thousands of the machines to the front. The company also makes the popular Shrike FPV, runs an academy for training prospective engineers, operates several drone servicing centers in cities closer to the front lines, and runs a 24/7 hotline to help soldiers solve technical problems with their drones, even in the heat of battle. Ukraine has been receiving shipments of drones from foreign partners including the UK and Germany, but its vibrant drone industry means the national military is procuring a growing share of its weaponry from domestic suppliers. Ukraine's Ministry of Defense allocated over $2.5 billion in 2024-2025 for local drone manufacturers, signing contracts with 76 companies. Oleksandr Kubrakov, a former infrastructure minister who now advises Ukrainian Defense Minister Rustem Umerov, said the country's drone industry remains fragile because it relies so heavily on the state. 'There is a way to reduce this dependence, and that's to officially open up Ukraine's military exports so they can sell drones abroad. For now, exports are forbidden,' said Kubrakov.
Yahoo
39 minutes ago
- Yahoo
Morning Bid: Inflation to set the tone for ECB
A look at the day ahead in European and global markets from Rae Wee The highlight for the European day on Tuesday will be flash euro zone inflation figures for May, which come ahead of an expected rate cut from the European Central Bank (ECB) later in the week. Expectations are for consumer prices to have slowed to an annual 2.0% last month after April's larger-than-expected 2.2% rise, but what the reading means for the ECB's rate trajectory will be the question on investors' minds. The ECB is considered almost certain to cut its rates by a quarter point to 2.0% on Thursday, but traders are sensing a pause will then follow as the economy holds up better than anticipated and longer-term inflation worries creep back. U.S. tariff uncertainty, heightened further by ambiguity over court rulings on the legality of the tariffs, makes the backdrop challenging as the ECB weighs the impact to business activity against implications for inflation further out. And in more tariff news, the Trump administration wants countries to provide their best offer on trade negotiations by Wednesday, as officials seek to accelerate talks with multiple partners ahead of a self-imposed deadline in just five weeks. President Donald Trump's erratic trade policies continue to cast a pall over markets, and the dollar fell anew to a six-week low on Tuesday on signs of fragility in the U.S. economy. Talks between Trump and Chinese leader Xi Jinping are expected this week as trade tensions between the world's two largest economies simmer. It remains to be seen whether it will be a "beautiful" chat or if things could take a turn for the worse. Key developments that could influence markets on Tuesday: - Euro zone flash CPI (May) - U.S. Job Openings and Labor Turnover Survey (JOLTS) report (April) - Fed's Goolsbee, Logan speak Trying to keep up with the latest tariff news? Our new daily news digest offers a rundown of the top market-moving headlines impacting global trade. Sign up for Tariff Watch here. Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data


Business of Fashion
40 minutes ago
- Business of Fashion
Why Brands Are Still Betting on the US
Serena Uziyel isn't giving up on the US. Over the last year, the Istanbul-based luxury shoe brand has opened two stores in Florida and one in New York in what is now its second-largest market after Turkey. The brand hopes to open more stores in Florida, as well as new markets like California and Texas. Those plans were made before the Trump administration unleashed its tariffs, and when the US economy was on more solid footing. But the brand has no intention of changing course now. 'We know how to deal with it, so we are not going to change our plans,' said chief executive Nadir Celik. It helps that the brand has experience navigating economic turbulence and high inflation in Turkey, he added. Countless brands are making their own assessment of whether trying for a slice of the world's biggest fashion market is still worth the investment. All signs point to a weak economy with consumer confidence plummeting as the costs for essential goods like eggs go up. Retail sales on discretionary items fell in April. Trump's trade policy is also in flux, with the Supreme Court potentially weighing in on whether he can impose tariffs on dozens of countries on top of a 10 percent global levy that went into effect in April. Investing in America could be a costly mistake in a worst case scenario, where Trump imposes prohibitive tariffs, the economy enters a deep recession, or both. But missing out if the turbulence is milder than expected has its own costs. Brands operating in the US are moving quickly to protect themselves, such as by reconfiguring their supply chains to minimise potential tariffs, or operating on parallel tracks, growing their US presence while speeding up expansion elsewhere. For many, the choice to stay is clear – the market is simply too big to ignore. 'America as an economy is too important to be canceled,' said the Switzerland-based designer Philipp Plein. 'People have money to spend; people will keep on spending money.' A Resilient Market Philipp Plein International Group is going ahead with a number of US store openings for its Plein Sport activewear brand, as it looks to at least double sales for that business to $40 million, Plein said. The line is made in China, where Trump has slapped 30 percent duties on all products, but he's betting that the tariff uproar won't be as detrimental as many fear. He's even more confident in the American consumer. He noted the country's economy bounced back quickly after Covid compared to other leading economies like China, which has struggled to recover from the pandemic. Brands are also banking on customer loyalty to get them through a potential rough patch. When it comes to customers, 'once we get, them we keep them,' said Peta Heinsen, co-founder and director of the Australian womenswear brand Matteau. Heinsen said the label aims to have more than half its sales come from the US, up from 35 percent today. If US customers replicate a 70 percent global repeat purchase rate, they'll get there, tariffs or no tariffs, Heinsen said. The more that happens in the US, 'we can see huge potential without having to do too much more than we're already doing,' she said. Supply Chain Alignment Where brands are changing course, it's often behind the scenes. Ever-changing tariffs have underscored the need for brands to have a global supply chain — particularly one that isn't wholly dependent on China. The more suppliers and factories in its network, the more flexible a brand can be in relocating production when the cost of doing business increases. Diversified supply chains will help in most tariff scenarios, experts say. Several brand founders cited Portugal, Turkey and India as countries with relatively low manufacturing costs that were likely to dodge the highest tariffs. In February, Matteau moved production of its swimwear line from China to Portugal, sidestepping the roller coaster ride in April and May that saw tariffs on Chinese imports set as high as 145 percent before temporarily settling at their current level. (Whether the brand's bet pays off in the long run remains to be seen; in late May, Trump threatened a 50 percent tariff on goods from the European Union). After moving into 1,700 Target stores, supplement maker Imaraïs Beauty is in talks to move production of its gummy supplements from Canada to the US so it can keep its big new retail customer consistently supplied without having to pay tariffs. 'As a brand, and a brand owner, you're putting out fires nonstop,' said co-founder and chief executive Aaron Hefter. 'This is a forest fire.' With a trade war still brewing and consumer sentiment in flux, brands have to move forward with their growth plans while minimising any threats to their business, said Anshuman Jaiswal, chief business officer at software firm OnePint, which helps global businesses manage inventory. 'The only thing that you can control is, 'Can I have more risk cushion in my business plan?'' Jaiswal said.