How Tariffs are Impacting Communications Between Brands and Buyers

CNBC recently shared that up to 75% of S&P 500 companies anticipate being impacted by tariffs, as reported in company earnings. Some brands, like Walmart, have cautioned consumers to expect pricing changes, spurring a public back-and-forth with our sitting president. This has many brands asking, is it wise to talk about the cost of business and our response to tariffs, or should we stay silent and off Trump’s radar?  

Communication in these times can be tricky. Brands don’t always have an obligation to be fully transparent with buyers, but they also need to nurture customer loyalty, and proactive, honest communication goes a long way in building strong relationships. But today, communication strategies also need to consider potential backlash, not just from consumers, but also from our country’s leaders.

Clear, transparent, and empathetic messaging can help buyers—both consumer and B2B— understand the necessity behind price changes and preserve loyalty. Here’s a practical guide for how to communicate changes due to tariffs with honesty, clarity, and care, while mitigating potential pushback.

1. Explain the 'Why' in Simple Terms

It’s hard to avoid hearing or reading about economic and political change and how it may or may not impact the price of everything from coffee to steel. But, regardless of product, buyers don’t always know where a product or its components come from, and how this impacts the final cost of goods. Communicate in simple terms, not financial jargon.  

For example, using language like this can clearly lay out the situation: “When new tariffs were placed on materials used to make our products, it increased our production costs. A product that previously cost $10 to manufacture now costs $12. To continue providing the quality and service you expect, we’ve had to make slight modifications to our prices.”

This approach educates buyers without overwhelming them, making the reasoning easier to digest.

2. Emphasize any Efforts Made to Avoid Price Changes

If your brand took steps to minimize price impacts—such as negotiating with suppliers, absorbing some costs, or improving efficiencies—be sure to highlight these efforts. It’s important to communicate that price increases were your company’s last option to maintain the business, not the first.

3. Personalize the Message Based on the Channel

The tone and format of communication should match the platform and audience. A detailed blog post or email can provide greater context, while social media posts should be brief, empathetic, and encourage dialogue. If getting customer feedback before price changes are implemented is an option, this can also direct the language you use to communicate on different channels.  

4. Focus on Quality and Value, Not Just Price

Instead of focusing solely on added costs, reinforce the value and quality of your products. Tariffs could force some brands to make lower quality products while maintaining the same price. But buyers need to understand if these changes reduce the product lifespan, warranty or other factors. If environmental impacts and sustainability are hallmarks of your offerings, make sure to use this language in your messaging as buyers sometimes place a higher value (and are willing to pay a higher cost) for responsible manufacturing.  

5. Show Empathy and Appreciation

Even when price increases are justified, customers are likely to still feel frustrated. Acknowledge this reality and express gratitude for their continued support of your brand. When possible, offer incentives such as limited-time promotions, loyalty rewards, or subscription discounts. These actions may offer value that outweighs any small price increase and the gesture shows that you value the customer relationship more than just the transaction.

6. Maintain Open Channels for Feedback

Encourage customers to share thoughts and questions. Two-way communication helps gauge sentiment, correct misconceptions, and strengthen trust. Allow constructive dialog on select communication channels that can provide input on how customers feel about pricing, the risk of customer attrition and more. Then use this input to determine the best path and language to safeguard relationships.  

7. Avoid Politicizing the Issue

To protect the brand from backlash, avoid laying blame or naming names. Political, economic and regulatory changes are part of everyday business. Focus any business changes within that lens and refrain from creating division among your customers and other stakeholders.  

8. Have a Crisis Response Plan Ready

Some brand actions or responses to tariffs and other government-driven changes such as the softening of DEI efforts have landed companies squarely in the sights (and social media channels) of government leaders. Changing course or backing down can be as problematic as standing your ground, so it’s important to go into any significant business change with a plan already predefined. You don’t want to be weighing your options and developing new messages in the midst of the storm. Importantly, ensure you have a crisis communications partner on standby to help monitor buyer behaviors and conversations, and guide you through next steps.  

Final Thoughts

Tariff-related price increases are a complex issue, but clear, effective communication and pre-planning in case of backlash can make all the difference. Brands and leaders who approach the conversation with transparency, empathy, and willingness to have a dialog are more likely to maintain trust and preserve customer relationships. Focusing on brand value and avoiding political language can help position changes as part of business, where delivering the best products to the customer is the ultimate goal.  

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This article was first published on MSP Business Journal.