53% Think U.S. Consumers Are Paying Largest Portion of Tariff Costs

Most consumers believe they personally shoulder the biggest impact of tariff-related price increases, according to a June study conducted by Wunderkind. For marketers, this perceived financial burden makes empathy and transparency essential. Wunderkind suggests that brands should directly address these concerns and clearly communicate how they’re helping consumers save or manage rising costs.

• 53% of those surveyed said U.S. consumers are paying the financial costs for imported goods. 
• This share was even higher for older people — expressed by 67% of Boomers and 61% of Gen X — as well as women (55%). 
• Only 10% think retailers take on the cost, and 13% pointed to brands or manufacturers. Meanwhile, 17% of men and 20% of Gen Z believe exporting countries are paying the price. 

Get more insights on consumers’ perception of tariffs, how rising costs are influencing summer plans and back-to-school season and more by downloading Wunderkind’s full report here.