2025 Tariff Consumer Impact Report

As U.S. tariffs continue to create uncertainty and threaten to escalate costs across essential and discretionary categories, American shoppers are making sharp pivots in how they spend.

Exclusive Wunderkind research reveals how consumers are reacting right now, what’s really changing, and how brand marketers can stay ahead.

Based on fresh survey data from over 300 U.S. consumers, this report breaks down:

• The rise of value-first engagement strategies
• Eroding brand loyalty in a price-sensitive market
• How consumers are adjusting their purchase timing
• What it takes to win Gen Z and Gen X in a high-awareness economy

Consumer awareness of tariffs is sky-high—and so is price sensitivity. With 91% of shoppers tuned into rising costs, your brand’s messaging can’t afford to ignore what’s happening. This report outlines how to build trust, highlight value, and stay relevant.