Brands are increasingly using tariffs as a marketing strategy to connect with consumers during times of economic uncertainty. Experts like Deidre Popovich note that urgency and emotional engagement are key tactics companies are using. By incorporating tariffs into their advertising, businesses from various sectors are reframing price hikes with messages of transparency and patriotism. Successful campaigns include pre-tariff sales and tariff-themed promotions, highlighting a trend where companies acknowledge economic realities while aiming to foster a sense of community with their consumers.
Companies from automakers to underwear brands are making the import tax a part of their sales pitch. A sense of urgency isn't the only way companies are framing the price hikes.
I think companies are realizing they have to address the elephant in the room one way or the other. They have to talk about tariffs.
I can't think of anything that's been so politically motivated that's driving marketing messages like we're seeing now with tariffs.
I think companies are trying to connect with consumers on that emotional level. Sending that message, we're all in this together.
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