Tariffs: Surviving the Squeeze

9 Jun 2025

 

 

“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.

 

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Written by Sophie Henson
Sophie is a highly skilled and resourceful Strategist. But there’s so much more to her: A background in semiotics & design, and Masters in Psychology, she’s also a food fanatic, global traveller and dog devotee.

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