Despite consumers globally trusting brands more than any other institution (Edelman, 2025), only 24% of US shoppers fully trust brand explanations for tariff-related increases (First Insight, 2025), likely due to allegations of greedflation. Smartly attuned brands are cutting through this mistrust by putting personnel in the picture and earnestly detailing the specifics behind their decisions.

Tariffs have increased consumers’ existing (moderate) preference for buying homegrown brands. Those capitalising on this upswing are creating ‘made-in’ edits, running provenance tours of local factories and encouraging consumers to buy domestic product – from any homegrown brand, not just their own. Less about out-and-out patriotism and more about supporting local production, the best have a sympathetic, civic bent.

Craftsmanship has always been central to the language of luxury branding (stretching back centuries). But an astute set of brands are launching projects and campaigns that serve as overt reminders of their legitimacy or superiority in terms of artisanal quality – thus positing that their products warrant continuing price hikes, which are hurting the industry. 

Online mentions of tariffs spiked by 600% in April 2025, with 79% negative sentiment versus 6% positive (Ipsos, 2025). Notable user-generated content centres on educational explainers and absurdist memes – with an absurdist tone also being adopted by socially attuned brands, both on social media and off, in an effort to strike a chord with beleaguered consumers.

Consumers are predisposed to shop around when prices rise, but membership of a loyalty programme helps to counter this: 70% spend more when they are loyalty members (Deloitte, 2024). Fresh ideas go beyond discounts and include rewarding consumers for time spent in-store and at events or engaging with planning tools.