Consumers Under Pressure: Why Loyalty Has Become Elastic

Many instances impact how consumers make decisions, ranging from the macro level of economic uncertainty to the micro level of fluid personal preferences.  According to Wunderkind’s September 2025 Tariff Impact report, 60% of consumers describe themselves as “cautious, pessimistic, or panicked” about the economy, while nearly half say they are spending more time looking for deals. At the same time, brand loyalty has become increasingly fragile, with two in five consumers willing to switch brands if prices increase.

As tariffs raise costs, companies have adjusted pricing, letting cost pressures extend beyond simply financial impacts. Shoppers are navigating uncertainty and looking to brands for reassurance, transparency, and consistency. For communicators, this moment represents both a test and an opportunity. To maintain loyalty when budgets are tight, organizations need to communicate value with empathy, clarity, and precision.

Transparent Communication Builds Brand Trust During Economic Uncertainty

When consumers feel uncertain, silence from brands can fuel distrust. Transparency, in contrast, builds confidence and credibility. People want to understand why prices have changed and what actions companies are taking to manage those increased costs. A CommPRO analysis of shopper behavior found that companies that clearly communicate pricing decisions maintain stronger reputations and longer-term customer relationships.

Communications leaders should encourage brands to take control of the narrative rather than letting others define it. That means using clear, human language across customer-facing channels, from websites and newsletters to press statements and executive interviews. Transparency should be viewed not as a risk but as an act of leadership. When consumers understand the reasoning behind business decisions, they are more likely to stay loyal, even when prices increase.

Consistency Across Channels Strengthens Trust

Consistency is one of the most powerful tools a brand has. Mixed messages, whether between marketing, PR, or customer service, can create confusion and weaken credibility. Communicators should align tone, values, and key messages across all channels to ensure that what is said publicly mirrors what customers read in an email or see on social media.

Useful, Empathetic Content Builds Credibility

Consumers under pressure are not looking for marketing noise; they are looking for clarity. Brands that offer helpful, empathetic content stand out in crowded markets. Educational storytelling, such as explaining price changes, outlining product alternatives, or offering practical guidance, helps customers make informed decisions and feel supported.

Marketing and comms teams should always collaborate to produce content that feels personal rather than promotional. A newsletter addressing common customer questions or a blog post explaining how the brand is navigating economic challenges can strengthen relationships and position the company as a trustworthy voice. Teams can leverage these materials in media outreach to showcase customer commitment and authenticity.

Loyalty Requires Emotional Connection, Not Just Incentives

Loyalty programs still matter, but today’s consumers expect more than discounts. They want to feel recognized and valued. Emotional loyalty, built through transparent communication and understanding, can endure even when the economic environment changes.

A simple thank-you message, a note acknowledging customer loyalty, or a story about how the brand is prioritizing its community can make a lasting impression. Marketers and communicators should work together to spotlight these efforts externally. Press stories or social posts that highlight customer-first initiatives can deepen the emotional connection and differentiate the brand in a competitive marketplace.

The Communications Imperative: Reassure, Then Reward

In uncertain times, reassurance is more powerful than promotion. Consumers want to hear from brands that understand their concerns and speak honestly about challenges and solutions. Communicators who approach their audiences with clarity and empathy will strengthen relationships that last beyond short-term turbulence.

The most successful brands will be those that make communication an integral part of the customer experience, not an afterthought. Tariffs and inflation may eventually subside, but the need for transparent, consistent, and human-centered communication is here to stay.