The Future of Commerce Podcast

CPG tariff impact: Rethinking strategies for turbulent times

Episode Summary

Tariffs are back—and they're hitting consumer packaged goods (CPG) hard. In this episode, we explore how new trade policies are shaking up supply chains, squeezing margins, and forcing CPG brands to make tough strategic choices. From pricing and sourcing shifts to consumer trust and brand loyalty, we unpack how companies like Kimberly-Clark are navigating cost headwinds while striving to maintain stability and relevance in a volatile economy.

Episode Notes

The CPG sector is under pressure. With newly implemented tariffs adding hundreds of millions in costs, companies are being forced to rework their playbooks—fast. Some are raising prices, others are holding firm. But all are confronting the same reality: inflation-weary consumers are watching closely.

In this episode, we break down:

• How major CPG brands like Kimberly-Clark are reacting to tariff-related cost increases
• Why consumer loyalty might be stronger than expected—and how to nurture it
• What smart brands are doing to maintain quality, communicate transparently, and plan for long-term growth

Plus, we share insights from recent polls showing how consumers perceive the tariffs, their economic anxieties, and what they expect from the brands they trust most.

What You’ll Learn in This Episode:

💼 Real-World Brand Reactions

• How Munchkin is passing costs to customers
• Why Kimberly-Clark is holding prices despite a $300M hit
• The sourcing strategies and pandemic-era lessons reshaping supply chains

🛍️ What Consumers Expect

• 77% of Americans believe tariffs will increase prices
• 50%+ worry about a looming recession
• 68% say they’ll stay loyal to favorite brands, even with price hikes

🔧 Strategic Responses to Tariff Pressures

• Don’t cut quality – 60% of consumers cite it as the #1 reason for brand loyalty
• Communicate openly – Transparency about pricing decisions builds trust
• Elevate marketing – Reinforce what makes your brand worth sticking with
• Reward loyalty – Use programs to retain high-value customers
• Tread carefully with shrinkflation – Reputation risks are real

📊 Behind-the-Scenes Essentials

• Unified, tariff-aware data for pricing and supply chain planning
• Modeling cost impacts and scenario planning
• Investing in long-term efficiency and regional operations

Key Takeaways:

• Tariffs are reshaping the CPG playbook—from sourcing to pricing to consumer messaging.
• Brand loyalty remains strong, but it must be earned continuously through quality and transparency.
• Long-term strategies—like resilient sourcing and customer-centric innovation—will define who thrives through economic turbulence.
• Sophisticated data modeling and operational agility are essential for navigating future disruptions.

Subscribe to our podcast for expert perspectives on commerce, economics, and strategic brand growth. Visit The Future of Commerce for more on CPG innovation and global trade impacts.  Share this episode with business leaders navigating cost pressures, supply chain shifts, or brand strategy in uncertain times.