Americans Say They Understand Tariffs but Don’t Trust Companies to Play Fair

In a wide-ranging interview on The Measure, Megan Daniels, CEO of MX8 Labs, shared fresh data and pointed insights about how Americans perceive tariffs—revealing a public that understands the mechanics of trade policy but harbors deep anxieties about its consequences.

“The top concern is rising costs,” Daniels said. “Our data shows 90% of Americans correctly defined what a tariff is. That’s encouraging—but 75% also believe tariffs will make everything more expensive, and 69% suspect companies will use tariffs as a convenient excuse to raise prices.”

Using MX8 Labs’ AI-powered research platform, Daniels and her team conducted a nationwide survey of 987 Americans. Within an hour of uploading a Word document of questions, the platform fielded the study and generated detailed, statistically significant insights. It’s a stark departure from traditional research, which often takes days or weeks to yield actionable results.

According to Daniels, Americans’ attitudes on tariffs are a mix of economic anxiety and political skepticism. “Only 29% of respondents agreed that tariffs are good for Americans,” she noted. “But it’s not a binary issue—28% were neutral, and 43% disagreed. We’re seeing more uncertainty than ideology.”

Perhaps most telling is the erosion of brand trust. Nearly 7 in 10 consumers believe companies might inflate prices under the guise of tariffs, revealing a perception gap that communicators must address. “Transparency around pricing is going to be critical,” Daniels advised.

The survey also found that Americans are selectively patriotic when it comes to paying more. Only 17% said they would always pay extra for U.S.-made products, while 36% said it depends on the product. That conditional support undermines the common assumption that “Buy American” messaging alone drives consumer loyalty.

Tariffs are perceived to hit certain sectors hardest. Cars and auto parts led the list (59%), followed by food, clothing, shoes, and electronics. Grocery inflation in particular is a top concern.

Geopolitically, the narrative is diffuse. While 26% named China as the primary target for tariffs, 15–16% named multiple countries or rejected tariffs outright, illustrating a fragmented understanding of trade strategy but a shared expectation of higher prices.

When asked about media coverage, Daniels said most Americans found it “somewhat fair” but politically biased—a reflection of broader media skepticism along party lines.

“There’s complexity here,” Daniels said in closing. “Americans are paying attention—but they’re also watching how companies respond. Trust, not just economics, will define the public’s verdict on tariffs.”