Tariffs are disrupting global trade. Consumers are disrupting brands. 

This isn’t just economics, it’s personal. 

With new tariffs triggering price spikes and political friction, consumers aren’t just reacting, they’re recalibrating. What they buy, who they buy from, and why they buy is shifting fast. 

In Navigating the tariff turmoil: what brands must do now, we expose three urgent consumer trends reshaping the marketplace: 

• Local Allure. Local is the new loyalty. Provenance has become a political and emotional differentiator. 
• Everyday Activism. Spending is a statement. Silence isn’t safe. Belief-driven buying is on the rise. 
• Fact Finders. Trust is under siege. In a sea of misinformation, brands must lead with clarity or lose credibility. 

This is your guide to surviving disruption and standing out in it.