Only 19% of U.S. Consumers Fully Support Tariffs

Even though we’re now months into the ever-shifting tariff situation, Wunderkind’s latest survey reveals that U.S. consumers remain divided and many feel conflicted, understanding the intent but worried about the economic ramifications.

Demographic differences, such as those highlighted below, mean that brands should craft nuanced, targeted messaging. Wunderkind notes that "appeals to patriotism or job protection may resonate with older or male shoppers, but for Gen X and women, focus on practical savings and direct value to overcome skepticism."

• Just 19% of people fully support the tariffs despite higher prices, although support is higher among men (24%) and Boomers (also 24%).
• 46% of Gen X respondents and 40% of women say they don’t believe tariffs protect jobs or are worth it at all.
• 21% of consumers say they understand the intent behind tariffs, but feel torn due to financial impact. This share rises to 28% among Gen Z. 

Download Wunderkind’s June report here for more of the latest insights around consumers and tariffs.