{"id":4300912,"date":"2025-06-13T14:48:52","date_gmt":"2025-06-13T12:48:52","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=4300912"},"modified":"2025-08-06T09:02:18","modified_gmt":"2025-08-06T07:02:18","slug":"tariffs-are-now-a-brand-issue-what-global-consumers-expect","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/tariffs-are-now-a-brand-issue-what-global-consumers-expect\/","title":{"rendered":"Tariffs are now a brand issue: what global consumers expect\u00a0\u00a0"},"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\tTariffs are now a brand issue: what global consumers expect\u00a0\u00a0<\/h1>
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\n\t\tAndrew Dimitriou\t\t
\n\t\tChief Client & Growth Officer\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 13, 2025\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n<\/div>\n\n
\n\tUpdated regularly as new waves of data emerge from DEPT\u00ae\u2019s NavigatorIQ research.<\/em>

Last updated June 10, 2025\u00a0<\/em><\/p><\/div>\n\n\n\tEconomic policy used to be a headline<\/p>\n\tNow it\u2019s a homepage issue. With volatile tariffs and trade uncertainties continuing to escalate, consumers are feeling the pinch and responding in deeply local, emotional ways.

To better understand consumer sentiment around the world, we\u2019ve launched the DEPT\u00ae NavigatorIQ<\/strong> study in conjunction with our Strategic Navigator global think tank<\/a>.

Over the coming weeks, we will survey consumers across the U.S., UK, Germany, the Netherlands, and Australia about how they expect tariffs to affect their spending, what kinds of brand messaging resonate with them right now, and how rising prices or delays will influence their purchasing decisions. The survey will also explore whether consumers are shifting toward local brands, how they define brand trust, and which product categories are most vulnerable to trade-driven disruption.

The data will ultimately track shifting consumer behaviour and guide brands on what they need to do to meet the moment.\u00a0

Hint: it\u2019s not just about economics. It\u2019s about experience, expectation, and trust.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\tMay findings: Global pressure, local reactions<\/h2>\n\t[4,000 consumers surveyed between 5\/14\/2025 and 5\/28\/2025]\u00a0<\/em>

From Berlin to Boston, consumers are preparing for price hikes, shipping delays, and product shortages. But how they respond, and what they expect from brands, varies sharply by country:<\/p>\n\n\t
  • In the US<\/strong>, 72% expect to feel a direct impact from tariffs, and nearly half are ready to switch brands due to price increases. However, 67% would accept price hikes if brands clearly explain the reason, proving that transparency trumps cost in preserving loyalty.<\/li>
  • In Germany and the UK, <\/strong>tone is everything. German consumers favour messaging that is clear and informative, while British consumers (43%) value a calm and honest tone over upbeat or humorous campaigns, especially in times of economic uncertainty.<\/li>
  • In the Netherlands,<\/strong> practicality rules. 54% of consumers say they\u2019d switch to cheaper products if prices rise, and 39% might stop purchasing altogether. Emotional messaging won\u2019t cut it. Clarity and affordability will.<\/li>
  • In Australia, <\/strong>local loyalty is rising fast. Over 70% of consumers prefer homegrown brands, driven by national pride and a desire for economic stability, particularly in the grocery and apparel sectors.<\/li><\/ul>\n\nThe throughline? Clear communication is currency. Across every market, people respond best when brands talk early, honestly, and directly about how macroeconomic changes are impacting their products.<\/p>\n<\/div>\n\t\n\t<\/div>\n\n\n\tBy country: How consumers are feeling\u00a0<\/h2>\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\t\n\tWhile some trends transcend borders, the full picture only comes into view when you zoom in. Below are country-level narratives that illustrate how consumer emotions, behaviours, and brand expectations are evolving on the ground.<\/p>\n\ud83c\uddfa\ud83c\uddf8 U.S.: Pro-product comparison\u00a0<\/h3>\n\n\n\t
  • 56.4% of people in the US<\/strong> find “comparative pricing with competitors and transparency about profit margins” to be among the most effective pieces of information in making a price increase acceptable.\u00a0<\/li>
  • The preference for local brands<\/strong> is less pronounced in the US compared to the total average. However, it remains a factor, with over half of all respondents across countries being more likely to buy brands based in their own country or region (56% for all countries).\u00a0<\/li><\/ul>\n\n\ud83c\uddec\ud83c\udde7 UK: Local lovers\u00a0<\/h3>\n\n\n\t
  • 58.3% of <\/strong>UK consumers show a slightly stronger tendency to buy local brands compared to the overall average.<\/li>
  • Subscription services, household goods, and gifts <\/strong>are the most price-sensitive categories <\/strong>for UK consumers.\u00a0\u00a0<\/li><\/ul>\n\n\ud83c\udde9\ud83c\uddea Germany: Transparency wins\u00a0<\/h3>\n\n\n\t
  • 39% of Germans reported<\/strong> \u201cincreased anxiety about my financial security.\u201d Only 6% reported \u201ctariffs will not affect me personally,\u201d showing widespread expectations of impact.<\/li>
  • Germans strongly favour “transparent and honest communication” (45.6%<\/strong>) to feel more positive about a brand.\u00a0<\/li><\/ul>\n\n\ud83c\uddf3\ud83c\uddf1 Netherlands: Pragmatic\u00a0<\/h3>\n\n\n\t
  • Netherlands consumers are more likely to reduce consumption<\/strong> if prices rise in their regular shopping categories.<\/li>
  • 46.2% of shoppers prioritise buying local<\/strong>, which is lower than the average in other countries, suggesting that “buy local” campaigns may be less effective in the Netherlands.\u00a0<\/li><\/ul>\n\n\ud83c\udde6\ud83c\uddfa Australia: Supporting local\u00a0<\/h3>\n\n\n\t
  • With an average of 3.76,<\/strong> Australians show a slightly higher likelihood of buying local\/regional brands compared to the overall average across all countries.<\/li>
  • 51% of Australians highly value<\/strong> \u201ctransparent and honest communication.\u201d\u00a0<\/li><\/ul>\n<\/div>\n\t\n\t<\/div>\n\n\n\tTL;DR: The trust equation is changing<\/h2>\n\tLoyalty is no longer a given. Our data indicates that consumers are sensitive to both price and the level of information provided. When it comes to price hikes:<\/p>\n\n\t
  • Explanations matter more than promotions. Surveyed consumers rated \u201ca clear explanation of why prices have gone up\u201d as the most effective message, above discount codes or loyalty perks.<\/li>
  • Delivery delays are forgivable if brands are upfront. When asked what would make delays acceptable, the top answers were \u201can explanation of the cause\u201d and \u201ca specific estimated delivery date.\u201d Vague apologies and generic updates simply don\u2019t suffice.<\/li>
  • Messaging that reflects reality builds trust. 45% of German consumers want facts, not fluff. 43% of Brits prefer sincerity over spin. And Americans, more than any other group, are open to tradeoffs if they\u2019re part of the conversation.<\/li><\/ul>\n<\/div>\n\t\n\t<\/div>\n\n\n\tWhere do you go from here?\u00a0<\/p>\n\tTo navigate this moment, you need more than price optimisation. You need a communication strategy built for volatility. And that starts with localisation. What works in the US, where consumers expect emotional engagement and swift responses, may backfire in Germany, where specificity and structure matter more than tone. You need to tailor your messaging to reflect not just language and currency, but cultural expectations around trust, transparency, and value.

    Ultimately, in every market surveyed, tone proved to be a key factor in whether consumers believed and accepted a brand\u2019s message. That means you must calibrate not just what you say, but how you say it. A calm, composed voice builds more long-term equity than any short-term gimmick. And in today\u2019s climate, that\u2019s a competitive advantage.<\/p><\/div>\n\t\n\t<\/div>\n\n
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    \n\t\tTalk with our Strategic Navigators<\/p>DEPT\u00ae\u2019s Think Tank to help brands navigate tariffs and market uncertainty<\/p>\t<\/div>\n\t\n\tLearn more<\/a><\/a><\/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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