27% of U.S. Consumers Believe Tariffs Don’t Protect American Jobs

Recent research from performance marketing firm Wunderkind suggests that U.S. consumers are increasingly skeptical about tariffs as a tool for protecting American jobs and industries, with cost concerns outweighing support. While a small minority fully back tariffs, most consumers see themselves as bearing the financial brunt, and if given a rebate, they would focus on savings and essentials over discretionary purchases. 

• Tariff skepticism: 27% believe tariffs do not protect jobs or industries and 17% think they aren’t worth the cost. Just 14% of consumers fully support them, and 20% “generally support” but worry about higher prices.
• Demographic divides: Full support for tariffs is higher among men (18%) and Boomers (19%), while women lead in outright disbelief (25%). Millennials are most likely to be “torn” due to financial impact (22%).
• Who pays: Half of consumers (50%) believe they personally absorb tariff costs, with that sharing rising to 67% among Boomers 55% for Gen X. Only 17% think exporting countries pay most, 13% say brands/manufacturers and 8% point to retailers.
• Rebate priorities: If given a tariff rebate, 28% would save it, 25% would spend on essentials and 14% would pay down debt.

These attitudes reflect broader economic caution and provide marketers with opportunities to tailor messages around value, transparency and practical benefits. Wunderkind notes that brands should address cost concerns directly, highlight value and durability and position promotions as relief from tariff-driven price pressures — especially for Boomers and Gen X, who feel the impact most.

Get more insights by downloading Wunderkind’s August 2025 U.S. Tariffs Consumer Impact Survey here.