Tucker Carlson’s New Message Don’t Panic Just Buy Gold
A media powerhouse turns his distrust of institutions into a gold-backed business venture built for an era of economic uncertainty.
Editorial Team (ET)November 26, 2025
Tucker Carlson has always had a knack for sensing turbulence on the horizon. After years of polarizing cable monologues and headline-grabbing interviews, he has now turned his attention to something far older, steadier and far less forgiving than the 24-hour news cycle. Gold. Not the metaphorical kind that litters political commentary but literal precious metal stacked in vaults and shipped across the country.
Carlson’s new company, Battalion Metals, represents a dramatic shift from punditry to physical assets. It is also the culmination of a worldview he has been hammering into audiences for years. The U.S. dollar is weakening. Central banks are unreliable. Global systems are cracking. And when institutions wobble, people run back to what feels real. Gold coins. Gold bars. Gold in a vault instead of a promise on a screen.
He launched Battalion Metals with the help of bullion dealer Christopher Olson from North Dakota. The venture offers direct-to-consumer gold sales along with support for precious-metals IRAs. In the simplest terms, Carlson believes the postwar financial order is ending, and he wants to help people reposition before the curtain fully drops. He says the dollar is doomed. He calls central banks a scam. To him, the shift into gold is not a marketing pitch but a survival instinct.
A Vision Born Out of Turmoil
This business idea is something he says he began shaping almost immediately after Fox News pushed him out in 2023. The exit was messy. The split was public. The fallout was vicious. But to Carlson, it created the kind of catalytic moment that forces a person to rethink what is safe and what is fragile. That introspection led him toward tangible stores of value instead of digital media commentary.
His conviction in gold aligns directly with what Wall Street calls the debasement trade. When currencies weaken as inflation rises and when politicians intervene in monetary policy and when the global system creaks under geopolitical strain, investors pivot to assets that cannot be printed. Gold’s long climb over the past few years has amplified that logic. Carlson insists that the trends pushing gold higher are not blips but systemic shifts that could define the next decade.
Investors everywhere appear to agree. Exchange traded funds backed by bullion have attracted record inflows. Retailers such as Walmart and Costco have started selling gold coins and bars. Central banks around the world have been hoarding the metal when sanctions, war and weakening trust in the dollar spooked them into building new monetary shields.
Carlson is arriving late compared to hedge funds and pension giants, but he is bringing something they lack. A megaphone. One of the largest in American media.
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