In response to the U.S. government’s tariff announcements and sudden reversals, U.S. consumers and international audiences have shown significant emotional and behavioral shifts. According to Kline + Company’s data, three key themes could have strategic implications for brand leaders:
- Emotional Volatility: Consumer decision-making is increasingly driven by emotional responses rather than traditional economic models.
- Rise of Localism: Non-U.S. consumers are favoring local brands as a form of economic resilience and patriotism.
- Coping Mechanisms: Consumers are adopting “Fight, Flight, or Freeze” strategies, which should inform brand communication and scenario planning.
Emotional Volatility: Trust Is Fracturing
Political volatility is significantly impacting consumer emotions. For instance, between April 8 and April 9, there was a +22.8K increase in fearful mentions following the 90-day tariff delay announcement. This surge in fear, surpassing sadness for the first time in 30 days, highlights the emotional instability caused by unpredictable political decisions.
Localism Is Rising: Consumers Are Opting Out
Since February, global search interest in terms like ‘American boycott’ and ‘non-American’ has remained high, peaking on April 2nd with the announcement of reciprocal tariffs. This trend, known as ‘Localism,’ reflects a growing resistance among non-U.S. consumers who are forming new loyalties to local brands. The parallel rise in country-specific searches underscores this shift as consumers seek alternatives to American products.
Fight, Flight, or Freeze: Emotional Archetypes in Action
Kline+Company’s sentiment tracking has identified three dominant coping strategies among consumers: Fight, Flight, or Freeze. For example, ‘Fight’ responses include expressions of anger and participation in protests, while ‘Flight’ responses involve avoiding news and disengaging from the issue. ‘Freeze’ responses are characterized by passive endurance, with some positive reactions (10% of mentions) falling into this category as supporters encourage others to trust the process and wait for bigger plans to unfold.
Understanding these emotional responses is critical for brands aiming to adjust messaging and refine scenario planning.
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Don’t miss our upcoming webinar, “The Trump Effect,” on June 6. We will delve deeper into these trends and their implications for global brand strategy. (Link to register in the infographic)
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