48% of Consumers Want Transparency on Price Increases

With nearly two-thirds of shoppers saying that higher prices are their No. 1 concern at the moment, brands should focus on transparent communication to earn trust and loyalty. That’s one insight revealed by a July survey conducted by Wunderkind, which highlights how tariffs and ongoing economic concerns are affecting consumer behavior.  

• 48% of surveyed consumers say they’re more likely to stay loyal to brands that provide clear updates on pricing, availability and offers. That share increases with millennials (54%), Gen Z (55%) and men (53%). 
• While 42% of women are motivated by clear communication, 36% say it depends on whether the information is helpful. 
• 13% of consumers will shop around regardless of transparent communication, which Wunderkind says highlights “a broad consumer preference for honest, timely communication, especially during periods of economic uncertainty.”

Get more insights like these by downloading Wunderkind’s July tariffs report here.