美国关税：消费者影响调查

U.S. Tariffs:Consumer ImpactSurvey Series A special report following consumerpurchase intent and behaviors July 2025 Market Alert:Tariffs Are ReshapingConsumer Sentiment This mini-report equips brand marketers with theinsights they need to align messaging andpromotional strategies to evolving consumerexpectations. In July 2025, continued tariff pressures andinflation are prompting notable shifts in how U.S.consumers shop. This report explores shopperattitudes and behaviors across age and gendergroups, uncovering trends in spending caution,deal-seeking, and brand loyalty. It is based on survey data collected between July 11& 14, 2025, from 303 U.S. consumers, evenly splitacross genders and adult age groups. Inside, we outline the new rules of engagement forbrands navigating economic turbulence andplanning for revenue resilience in the months ahead. Drawing from the latest survey data, we examinehow rising prices are shaping everyday purchasedecisions—from the channels consumers trust foroffers to the tactics they use to save. Marketersand brands will find actionable insights andstrategies for adapting to this rapidly evolvingenvironment and building lasting connectionswith todayʼs value-driven shoppers. We plan to continue to poll U.S. consumer sentimentand behavior as long as tariffs persist in 2025. Economic Sentiment:Caution and Worry Prevails Consumer confidence in July 2025 shows an environment still marked bycaution and lingering economic uncertainty. Just 23% of respondents feel moresecure than they did in January, while a much larger share describe themselvesas cautious, pessimistic or even panicked (62% combined). Only 14% feelunchanged, highlighting that the vast majority have been impacted by recentprice increases and tariff developments. 62%Almost two-third ofconsumers feel eithercautious, pessimistic orpanicked about theeconomy. Demographic splits are significant. Men (31%), Boomers (28%) and Millennials(28%) are the most optimistic about the economy, versus just 16% of womenand 15% of Gen Z. These two cohorts are also the most likely to feel panicked at22%. This landscape underscores the need for brands to lean into value-driven,empathetic messaging. Marketers should offer reassurance and budget-friendlyoptions for women and Gen Z, while aspirational and forward-focusednarratives can engage more optimistic segments, particularly men andBoomers. Price Pressures: Consumers Adapt Habits as Tariff Concerns Grow Mid-2025 finds U.S. shoppers responding in tangible ways to continued price increases and tariff-relatedpressures. The majority have made noticeable changes to their purchasing habits, with the largest share ofrespondents (32%) saying they are more aggressively looking for discounts, closely followed by 31%reporting they are buying fewer non-essential items. Only a small fraction, of 12% have yet to adjust theirbehavior, signaling that rising costs are shaping the vast majority of consumer routines. Gender and age differences are clear. Men (38%) and Millennials (39%) are leading the move to cutnon-essential purchases, while women (43%) are deal seeking. Additionally, women (25%) check productorigins far more than men at just (9%), highlighting a higher awareness of how tariffs affect specific goods.Gen Z remains the least likely to change habits dramatically, though even in this group, deal-seeking andcareful spending are on the rise. For marketers, this shift underscores the urgency of meeting consumers where they are. Brands shouldemphasize value, clearly communicate deals, and offer flexible promotions. Special attention to women andMillennials, who are most responsive to savings, will yield the greatest engagement. Online Shopping Habits:Deal-Seeking and Research Surges Amid Rising Costs Consumers are adapting quickly to economic pressures, with 37% reportingthat they now visit more websites to compare prices—a trend especiallystrong among Gen X (47%). Usage of browser extensions and coupon apps isat 18% overall, predictably following a generational pattern: the younger theconsumer, the more likely they are to be driven toward tech-based savings.Meanwhile, a third of consumers (32%) say their online habits remainunchanged, with this figure peaking at a striking 56% among Boomers. 37% of consumers are visitingbrand websites directly inthe search for better deals. Women (35%) are just as likely as men (39%) to ramp up deal-hunting, butmen are more inclined to read reviews or blogs (24%). Subscribing to brandnewsletters or deal alerts has a foothold, particularly among youngerconsumers. These shifts underscore a need for brands to optimize digital touchpoints,offer visible deals, and enable easy price comparisons to retainprice-sensitive shoppers. Support for the Tariffs:Support and Skepticism Split by Demographic Consumer attitudes toward tariffs as a means to protect American jobs andindustries remain sharply divided. Only19% fully support tariffs despitehigher