Europe Must Not Be ‘Unprepared’ For Trade War, ECB’s Rehn Says

Higher barriers to trade would have a negative impact on the global economy, and Europe must be prepared for increased tensions, Bank of Finland Gov. Olli Rehn said Tuesday.

Rehn, who is a member of the European Central Bank’s governing council, said a soft landing for the eurozone economy was still a plausible scenario, but that the outlook is clouded by growing geopolitical uncertainty.

A new element in that uncertainty is the trade policy of Donald Trump in his second term as U.S. president. Trump has expressed a desire to raise tariffs on imports from a wide range of countries.

“What we do know is that significant import duties could have negative ramifications for the global economy,” Rehn said.

Questions about the future of one of Europe’s key trade relationships add to the other uncertainties that face policymakers, including Russia’s war on Ukraine, the conflict in the Middle East, and China’s military and technological ambitions, Rehn said.

“A new trade war is the last thing we need amid today’s geopolitical rivalries, especially among allies,” he told investors at a London conference.

Rehn said Europe must be better positioned to respond than it was during Trump’s first term.

“If a trade war were to start, Europe must not be unprepared,” he said.

The threat of new tariffs comes at a time when the eurozone’s two largest economies—Germany and France—are being led by minority governments. However, trade policy is decided at the level of the European Union as a whole, and implemented by the European Commission, rather than national governments.

“Political turmoil in Germany and France underscores the importance of the European Commission in providing leadership and direction,” Rehn said. Rehn was a member of the Commission from 2004 until 2014.

The ECB continues to say that its key interest rate needs to stay restrictive, and damp demand to cool inflation. But as it cuts its key rate, there will come a point where it moves to neutral, where policy is neither restraining or stimulating the economy. Rehn said that was likely to happen in the first half of next year.

“We might expect leaving restrictive territory between January and June, ” he said.

A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.

The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.

The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.

GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.

“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.

The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.

Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.

According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.

“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”

The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.

Hunt said consumer brands offered a level of tangibility that many investors found appealing.

“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”

The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.

With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.

For more information, contact marc@kanerbridge.com.au

Europe Must Not Be ‘Unprepared’ For Trade War, ECB’s Rehn Says

Rehn said Europe must be better positioned to respond than during Trump’s first term

With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.