{"id":4293360,"date":"2025-06-10T15:52:20","date_gmt":"2025-06-10T13:52:20","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/dept-finds-consumers-are-bracing-for-tariff-fallout-brands-must-adapt-fast\/"},"modified":"2025-06-13T10:44:25","modified_gmt":"2025-06-13T08:44:25","slug":"dept-finds-consumers-are-bracing-for-tariff-fallout-brands-must-adapt-fast","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/dept-finds-consumers-are-bracing-for-tariff-fallout-brands-must-adapt-fast\/","title":{"rendered":"Global survey from DEPT\u00ae\u00a0finds consumers are bracing for tariff fallout, and brands must adapt fast"},"content":{"rendered":"
\n\t\n\t\t\n\t\t\t<\/mask><\/g><\/svg>\t\t\t\n\t\t\t\tInsights\t\t\t<\/span>\n\t\t<\/div>\n\t<\/div>\n\tGlobal survey from DEPT\u00ae\u00a0finds consumers are bracing for tariff fallout, and brands must adapt fast<\/h1>
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\n\t\tIn\u00eas Saraiva\t\t
\n\t\tGlobal Communications & PR Director\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\n\t\t\t\t\tDate\t\t\t\t<\/span>\n\t\t\t\t\n\t\t\t\t\tJune 10, 2025\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n<\/div>\n\n\n\tFirst wave of DEPT\u00ae\u2019s NavigatorIQ study reveals sharp differences in sentiment across markets<\/h2>\n\tNew research from global marketing and tech services company DEPT\u00ae, surveying over 4,000 consumers across the US,\u00a0UK, Germany,\u00a0the Netherlands, and Australia, reveals how aggressive trade policies and growing uncertainty are reshaping consumer behaviour, and what brands must do to keep pace.

The DEPT\u00ae NavigatorIQ study, launched alongside its Strategic Navigator <\/a>global think tank, finds that while uncertainty is universal, people’s responses are deeply local. From shifting loyalty to rising demand for transparency, the data makes clear that tariffs aren\u2019t just an economic issue; they\u2019re a brand issue.<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\t\u201c<\/span>\n\tUncertainty has gone global, but consumer reactions are far from uniform. What reassures a shopper in Berlin might frustrate one in Boston. That\u2019s why brands need real-time intelligence and real-world agility to stay ahead. Our NavigatorIQ global study will gauge consumer sentiment over the next few months as we help our clients turn these insights into action.<\/p>\t
\n\t\u201d<\/span>\n\n\tAndrew Dimitriou, Global Chief Client & Growth Officer, DEPT\u00ae<\/em><\/p><\/blockquote>\n\n\n\tKey findings: local pressures, global lessons<\/p>\n\tThe NavigatorIQ survey asks consumers how they expect tariffs to affect their spending, what kinds of brand messaging resonate<\/strong> right now, and how rising prices or delays would influence their purchasing decisions. It also explores whether consumers are shifting towards local brands, how they define brand trust, and which product categories are most vulnerable to trade-driven disruption.

The study found that loyalty is more fragile and conditional than expected<\/strong>. Brands assume consumers will tolerate moderate price hikes if they like the product. However, even modest price increases can trigger brand switching in multiple markets, especially the Netherlands and the US. And yet, 67% of US<\/strong> consumers said they\u2019d accept a price hike if the reason is clearly explained. It\u2019s not just the cost increase that drives consumers away; it\u2019s the lack of context. Clear communication can preserve loyalty better than discounts alone.

In the US<\/strong>, consumers are bracing for personal impact: 72% say they expect to feel tariff-related effects directly, with 48% ready to switch brands over price hikes and 44% planning to seek more deals.

In Germany and the UK<\/strong>, tone matters just as much as pricing. 45% of German respondents want brand messaging to be clear and informative, while 43% of UK consumers prefer a calm and honest tone. Only 9% of UK consumers favour upbeat or humorous messaging during economic uncertainty.

In the Netherlands<\/strong>, pragmatism prevails: 54% would trade down to cheaper products if prices rise, and 39% say they\u2019d stop buying altogether.

In Australia<\/strong>, domestic loyalty is climbing: over 70% of consumers are more likely to buy from local brands, driven by national pride and a desire for economic stability, especially in essential categories like groceries and apparel.

Despite regional nuances, one theme spans all markets: communication is currency. Consumers respond best when brands communicate early and honestly about delays, cost changes, or broader market shifts.

<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tSee the full picture at the DEPT\u00ae Secret Garden at Cannes Lions<\/h2>\n\tThese findings are just the beginning. At Cannes Lions 2025, DEPT\u00ae will bring NavigatorIQ to life in its Secret Garden, a curated space for brand, tech, and culture leaders to go beyond the headlines and into what\u2019s next. Each day, DEPT\u00ae will host \u201cLunch with the Strategic Navigators,\u201d small group discussions and private chats with clients about the potential impact of economic uncertainty, and opportunities to act now.

Throughout the week, DEPT\u00ae\u2019s Secret Garden will host daily roundtables and workshops exploring the forces shaping modern marketing, from the ripple effects of tariffs and trade\u00a0policy\u00a0to the power of\u00a0personalisation, AI, and creative commerce.\u00a0Find out more here<\/a>.<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\tON OUR<\/strong> Mind<\/span><\/h2>\n\tVIEW ALL INSIGHTS<\/a>\n\t\n\t\t\n\t\t\t
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