Tariffs Are Breaking Consumer Habits and Brands That Don’t Adapt Will Be Left Behind
In an economic landscape defined by uncertainty and rising costs, Wunderkind’s June 2025 Tariff Consumer Impact Survey offers essential insights for brand marketers and communication professionals. As tariffs continue to drive up prices across categories from groceries to electronics, the report reveals how American consumers are adjusting their behaviors and what communicators must do to respond.
Wunderkind, a leader in AI-powered performance marketing, surveyed 300 U.S. consumers in mid-June and found a significant shift in shopping behavior and sentiment. Communicators looking to stay relevant in today’s value-driven market must pay attention to these trends and adjust their messaging strategies.
Here are three key takeaways for communicators:
1. Price Sensitivity Is Reshaping Consumer Loyalty
A majority of consumers now prioritize deals and savings over brand loyalty. Forty-one percent of respondents reported seeking out deals more often, with Gen Z, millennials and women leading this trend. Thirty-six percent said they are buying fewer non-essential items, and one-third are shopping less overall.
For communicators, this signals the need to focus on consistent value messaging. Flash sales, loyalty incentives and empathetic content will resonate with consumers who are more cautious and cost-conscious.
2. Email Still Leads, But Text Messaging Is on the Rise
Email remains the most preferred channel for receiving personalized deals, especially among women, Generation X and millennials. Fifty percent of respondents cited email as their top choice. However, text messaging and app notifications are gaining traction with Gen Z and younger millennials, highlighting a generational shift in communication preferences.
Communicators should adopt a multichannel strategy that delivers personalized messaging across email, SMS and app-based channels. Leveraging first-party data to reach audiences through their preferred platforms is more important than ever.
3. Tariffs Are Personal, and Messaging Must Be Cautious
Only 19 percent of consumers fully support tariffs. More than half believe they are the ones bearing the brunt of price increases. Support is stronger among boomers and men, while skepticism is highest among Gen X and women.
This divide presents a risk for communicators. Patriotic appeals or references to job protection may work for some demographics, but others may see them as tone-deaf or dismissive of financial pressures. Practical messaging that focuses on savings, transparency and consumer benefit will be more effective.
Wunderkind’s report makes one thing clear: today’s shoppers are strategic and selective. Communicators must lead with empathy, clarity and data-driven tactics. Whether launching a back-to-school campaign or addressing slowing summer travel, brands that align with consumer priorities and demonstrate value will be better positioned to earn trust and drive engagement.
