Tariffs are now a brand issue: What global consumers expect
Updated regularly as new waves of data emerge from DEPT®’s NavigatorIQ research.
Last updated June 10, 2025
Economic policy used to be a headline
Now it’s 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’ve launched the DEPT® NavigatorIQ study in conjunction with our Strategic Navigator global think tank.
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 behavior and guide brands on what they need to do to meet the moment.
Hint: It’s not just about economics. It’s about experience, expectation, and trust.
May findings: Global pressure, local reactions
[4,000 consumers surveyed between 5/14/2025 and 5/28/2025]
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:
- In the U.S., 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.
- In Germany and the UK, tone is everything. German consumers favor 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.
- In the Netherlands, practicality rules. 54% of consumers say they’d switch to cheaper products if prices rise, and 39% might stop purchasing altogether. Emotional messaging won’t cut it. Carity and affordability will.
- In Australia, 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.
The 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.
By country: How consumers are feeling
While 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, behaviors, and brand expectations are evolving on the ground.
🇺🇸 U.S.: Pro product comparison
- 56.4% of people in the U.S. 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.
- The preference for local brands is less pronounced in the U.S. 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).
🇬🇧 UK: Local lovers
- 58.3% of UK consumers show a slightly stronger tendency to buy local brands compared to the overall average.
- Subscription services, household goods, and gifts are the most price-sensitive categories for UK consumers.
🇩🇪 Germany: Transparency wins
- 39% of Germans reported “Increased anxiety about my financial security.” Only 6% reported “tariffs will not affect me personally,” showing widespread expectations of impact.
- Germans strongly favor “Transparent and honest communication” (45.6%) to feel more positive about a brand.
🇳🇱 Netherlands: Pragmatic
- Netherlands consumers are more likely to reduce consumption if prices rise in their regular shopping categories.
- 46.2% of shoppers prioritize buying local, which is lower than the average in other countries, suggesting that “buy local” campaigns may be less effective in the Netherlands.
🇦🇺 Australia: Supporting local
- With an average of 3.76, Australians show a slightly higher likelihood of buying local/regional brands compared to the overall average across all countries.
- 51% of Australians highly value “Transparent and honest communication.”
TL;DR: The trust equation is changing
Loyalty 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:
- Explanations matter more than promotions. Surveyed consumers rated “a clear explanation of why prices have gone up” as the most effective message, above discount codes or loyalty perks.
- Delivery delays are forgivable if brands are upfront. When asked what would make delays acceptable, the top answers were “an explanation of the cause” and “a specific estimated delivery date.” Vague apologies and generic updates simply don’t suffice.
- 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’re part of the conversation.
Where do you go from here?
To navigate this moment, you need more than price optimization. You need a communication strategy built for volatility. And that starts with localization. What works in the U.S., 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’s 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’s climate, that’s a competitive advantage.
Talk with our Strategic Navigators
DEPT®’s Think Tank to help brands navigate tariffs and market uncertainty
