Issue #67: Brand Bite of the Week

How brands are responding to the tariffs

I’m scrapping the usual Brand Bite of the Week format to talk about something that’s been on everyone’s minds this week: tariffs. I know, I know, you’ve probably read a lot about tariffs this week. If you’re tired of the discourse, I don’t blame you! It’s been a tumultuous week. Log off, touch grass, etc. But if you’re interested in how brands are responding to the tariffs and communicating about what the tariffs mean for them, then sit tight – that’s what today’s Brand Bite is all about.

I’ve been keeping a pulse on how brands have responded to the tariffs (and the ensuing 90 day pause) over the past week. A few brands stood out to me for their strong, clear communication around how tariffs are impacting their companies:

1. Juliet – First up, I’ve been admiring wine brand Juliet’s letter to lawmakers from 38 women operating small businesses. The letter calls for fair, predictable trade policies to support small businesses. It’s such an intelligent, impactful response, and I love how Juliet activated a wider community of female small business owners.

2. Loftie – I’ve written about Loftie here before. I love what the brand is doing around the sleep space. Their founder Matthew Hassett spoke about the impact of tariffs on the brand in

   Feed Me
   this week, and this line really stood out to me: “I’d rather be spending our time innovating on our products—but instead, we’re being forced to rethink the fundamentals of our business just to stay in business.”

   Issue #39: How’s everyone sleeping?

3. Dame – I’ve seen quite a bit about this post from sexual products brand Dame already, but it’s worth shouting out here. They posted a screenshot of a shopping cart on their site with an added $5 ‘Trump Tariff Surcharge.’ It’s a great example of a response that is a little humorous, while also providing an opportunity for the brand to educate and inform audiences about the impacts of the tariffs.

dameproducts

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In a time of extreme change and uncertainty around our economic future, consumers are looking for transparency and authenticity from brands. Consumer emphasis on those values is not new, but as prices rise and consumers become increasingly exhausted and frustrated, it is going to become even more crucial for brands to communicate how macro policies affect their business.

I’m interested to see how brands will continue to provide an inside look into business operations in the coming tumultuous and uncertain months (years? ugh). My POV is that brands’ transparency can only serve to benefit them and build consumer trust.