Jaspreet Bindra As 80% of U.S. consumers express concern over tariffs, brands must balance economic pressures with long-term marketing goals.
U.S. Consumers Brace for Impact of Tariffs, and Brands Must Adapt
New research from Kantar highlights a looming concern for U.S. consumers, with 80% expressing worry over the financial effects of increased tariffs imposed during the Trump administration. As fears of a potential economic downturn grow, businesses are now faced with the dual challenge of adapting to shifting consumer priorities while maintaining their long-term brand values.
The impact of tariffs, particularly on imported goods, has caused widespread unease, as Americans anticipate higher prices and reduced purchasing power. For marketers, this translates to a need for strategic agility. Kantar suggests that companies should be cautious with immediate spending pullbacks, recommending a careful approach to cost-cutting while maintaining investments in key areas such as Diversity, Equity, and Inclusion (DEI) and sustainability.
Despite the pressure to tighten budgets, Kantar’s findings urge brands to avoid sacrificing these long-term initiatives, as consumers increasingly expect companies to uphold social and environmental commitments. In fact, research shows that consumers remain highly attuned to brand values and are likely to reward brands that stay true to these principles, even amid economic turbulence.
While the economic climate may cause short-term shifts in consumer spending behavior, marketers are advised to continue fostering connections through meaningful marketing that emphasizes purpose and authenticity. Holding the line on DEI and green marketing, Kantar advises, will ensure brands emerge from this period with stronger loyalty and long-term relevance.
