Key stat: 48% of US adults want brands to be clear and thorough about price increases, explaining the reasons, including tariffs, according to March 2025 data from Collage Group.

Beyond the chart:

• Over a quarter (26%) think that brands should acknowledge price hikes, but keep their explanations brief or simple.
• Consumers ages 55 to 64 are the most likely (51%) to keep track of the impact of tariffs, while those 18 to 24 are the least likely (36%) to do so, according to April 2025 data from LoopMe.

Use this chart: Retailers and marketers should treat price increase messaging as a trust-building opportunity. Use clear language, provide rationale (tariffs, supply chain, inflation), and anticipate customer questions. Brands that lead with transparency may gain long-term loyalty—even when prices rise.

Related EMARKETER reports:

• FAQ: How the US-China Trade War Is Affecting TikTok Shop, Temu, and Shein (EMARKETER subscription required)
• Impact of Tariffs on US Businesses (EMARKETER subscription required)

Note: Respondents were asked, "Which of the following best describes your expectations for how brands should communicate price increases, including those related to tariffs?" Data was provided to EMARKETER by Collage Group.

Methodology: Data is from the April 2025 Collage Group report titled "Beyond the Price Tag: How Tariffs Are Reshaping Consumer Loyalty." 1,014 US adults ages 18+ were surveyed online during March 2025. The sample was weighted by age, gender, race/ethnicity, geographic region, and education to ensure data was nationally representative.