How Tariff Messaging Can Make or Break Brand Loyalty

Chaotic tariff policies have disrupted businesses and cratered consumer confidence. According to The Conference Board, consumer expectations for the future are at a 13-year low, having fallen for the fifth consecutive month as of April. Separately, the preliminary reading of consumer sentiment in May dropped to the second-lowest on record since the survey began in 1960, according to the University of Michigan. Both called out consumers’ tariff concerns as the primary driver of those low readings. That has translated into spending and GDP growth projections being revised lower.

Brands clearly recognize the risks that tariffs pose to not only their business operations but their relationships with their customers. That’s why some brands have already started using their marketing programs to position themselves with their customers to try to minimize the impact of tariffs on their customer relationships—with more messaging to come in the months ahead.

And, of course, for brands that have minimal or no exposure to tariffs, there’s a huge opportunity to trumpet the stability of their prices during the months ahead when some of their competitors will be struggling.

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