Mark J. Costa
Analyst · Citigroup
That's a great question and a large one. So first of all, when you think about the back half of this year, it's heavily impacted in the decline by the trade situation that we face. And that's creating a lot of challenges for this industry and especially for the sort of consumer discretionary side of the house. So I don't think that the back half is really a relevant measurement for how the company is doing in total because you've got a lot of situations around what's going on with the tariffs. I mean when you think about us and the tariffs and the exposure we have in the back half of the year, there's sort of really sort of 3 impacts that it could potentially have on any company. But the biggest for us is by far what happens with demand, and that was also true in 2019. The second factor, of course, is retaliation that happens in other countries and how you work your way through that, and we do have some high U.S. asset exposure when it comes to that equation. And then the third is direct tariff impacts around raw materials and things like that, which we have very little exposure on because North America is -- all of our vertical integration and scale in North America is connected back to local raw materials. So it really is a big demand question about what's going on in this year. And what that then sort of indicates for next year as we think about this whole thing. And the trade war is by far, the driver of the demand dynamics in the second quarter as well as the back half. And as we look at that and think about trade, the first thing I want to say is, there are unfair trade practices around the world, and there are -- there is aggressive dumping by some countries, especially overcapacity out of China and transshipping to avoid tariffs. So there are real issues here for this industry that need to be addressed. But those, while very serious, need a strategic approach, and the challenge that we're having broadly right now is that, that trade strategy applying to all countries in the world at the same time may create more economic harm than what's necessary as you try and focus on what the real sources of the trade issues are in the country. And we sit here now where there's a lot of uncertainty. What you've had happen in the -- even in the GDP data you saw in Q2, a lot of volatility of imports going up, private inventories dropping, there are people who are moving product all over the world to try and get ahead of tariffs, whether it's retailers or the brands or all the supply chain manufacturers that support them to avoid tariffs to buy time to see how things are going to get sorted out, take advantage of pauses that happened in the second quarter, et cetera. So it's really chaotic to try and to understand what's really going on in end-market demand. Same question you have around consumers, how much do they buy ahead of tariffs potentially impacting prices in the first half of the year, which is probably why consumption was up versus them being conservative about worries about what they can afford for the year, same with customers, what do they think about demand. So there's a huge amount of chaos that goes into this whole situation that causes some challenges and complexity in Q2. And certainly is why we expect a sort of mid-single-digit drop in demand for the back half of the year, which is also representing some normal seasonality as well as some of the prebuy as well as customers being very cautious for everything I just said. So you've got all that complexity, right? I mean a 15-plus or 15% to 40% tariffs as of last night on all countries is a big impact to the market. So there's reasons to be cautious and careful about the back half of the year. So with that, with what our customers are doing and being cautious in July, we sort of built this forecast in this -- and staying focused just on Q3 as well as not really trying to forecast the full back half of the year. So that is a distortion to try and think about what's going on in demand in general. The second is in that chaos, we've very much decided to focus on cash generation as we told you we would in April. And so we're taking all the actions we can to pull inventory down, generate cash, which, unfortunately, when you do this from an accounting point of view, ends up in a utilization headwind. It's not a cash headwind, it is actually generating cash, but utilization headwind is somewhere around $75 million to $100 million in the back half of the year. So that distorts the back half as well. So you've got the normal seasonality, you've got all these trade dynamics and you've got the utilization headwind. So the back half of the year is by no means something you can annualize and think about as representing what 2026 looks like. So your question is, what do we think about '26 and where demand could go there? The answer is, with the current chaos, no one knows where demand is going to go next year. But what we can do is with all the trade deals settling in one way or fashion, at least we're going to start getting some certainty that is always better than uncertainty to calm everyone down and everyone starts focusing on what they need to do in this context. So that will help stabilize things. You've got the other things that are very pro-growth in the U.S. administration from the tax bill to less regulation, et cetera. So there are lots of other things that I think are pro-growth outside of this trade disruption that's sort of going to help stabilize things. So our view is especially with how challenged demand is this year on top of what was already a bad situation from '22 to now, there is the reason to expect stability in the back half -- I mean, sorry, stability as you go into 2026, which would be equal to or certainly more likely better than where demand is now. But in this context, we have to manage our costs. We have to be aggressive in how we manage inventory because we don't know where things are going to go, and so we're going to take every action we can.