Navigating tariffs: How consumers are adapting

Rising prices and shifting trade policies are reshaping consumer confidence, shopping habits, and brand expectations. Yet for many, the bigger challenge is uncertainty: few consumers fully understand how tariffs work, and stress levels are high, making loyalty fragile. Brands struggle to anticipate how behaviors will change and where to act first.

While uncertainty is universal, people’s responses are local. That’s why we launched the DEPT® NavigatorIQ Tariff Report, global research from 8,000 consumers across the US, UK, Germany, the Netherlands, and Australia. The report will help you understand how purchasing habits, brand loyalty, and perception are evolving and give you actionable insights to adapt your pricing, marketing, and brand strategy to win in a turbulent market.

In this report, you’ll discover:

• The emotions behind uncertainty — why tariffs spark stress, political distrust, and a growing demand for empathy from brands.
• Shifting habits in unstable times — how price hikes push consumers to delay purchases, switch brands, or rely on local alternatives.
• The brand response to volatility — why trust, transparency, and clear communication are now as important as price in maintaining loyalty across markets.