Home Survey: Consumer Tariff Awareness Could Trigger Brand Switching
May 22, 2025

Survey: Consumer Tariff Awareness Could Trigger Brand Switching

Posted In: Retail Articles
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Consumers are highly aware of tariffs, and that could impact brand loyalty, according to a survey by Wunderkind, an AI-powered marketing services platform.

Of consumers surveyed by Winderkind, 52% said they were very aware and 29% said they were somewhat aware of the recent tariff actions.

The marketing services provider noted rising prices driven by inflation and tariff-related costs are affecting consumer loyalty, as 76% said they were either very likely (36%) or somewhat likely, (40%) to consider purchasing brands they’ve never bought previously if they offer better prices or value. Some 66% of shoppers surveyed said they would consider switching brands even if the price difference was 20% or less.

The price-first mindset was especially pronounced among younger consumer, with Millennials (42%) and Gen Zers (37%) saying they are very likely to make a switch. In terms of gender, 37% of women and 34% of men said they were very likely to explore new options based on value.

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