Tariffs: Surviving the Squeeze

“Brands need to realise consumers aren’t just ‘price-sensitive’ - they’re emotionally maxed-out.”

Our latest work, with Talkwalker, dives into the emotional fallout of tariffs in the US, where everyday choices are starting to feel like moral, financial, and psychological trade-offs.

From survival mode to small wins, our Associate Director Sophie Henson has surfaced 6 powerful themes that bring the numbers to life - and uncovered what brands need to know about speaking to today’s anxious, emotionally maxed-out consumer.

This Insight Spotlight takes a step back from the data to give you new perspectives on US Tariffs to enrich data, inspire insight and spark conversation.