In light of recent, unpredictable changes brought about by tariffs, brands are proactively reworking how they communicate with customers. The result? A wave of strategically sensitive and calm messaging that balances transparency, urgency, and brand values.
Here’s a look at how brands are handling post-tariff messaging across email and Meta, with room for inspiration and reflection.
📬 Email Messaging: Focused, Strategic, Human
Loyalty Over Logistics
Instead of diving into the details of tariff changes, many brands are leaning into loyalty. This messaging emphasizes community, values, and support, steering shoppers toward the home or sales page while reinforcing trust and connections
Leads to homepage
Leads to sales page
“Made in the USA” Pride
In response to import concerns, brands with US-based operations are proudly highlighting local production and sourcing. These messages often include a note from the CEO or founder, adding a sense of transparency and authenticity while reinforcing consumer confidence.
Leads to homepage
Leads to custom tariff LP
📱 Meta Messaging: Humor Meets Hustle
Temporary Promotions With a Purpose
Rather than explaining the tariffs in detail, some brands are keeping things light—offering short-term promotions with undisclosed end dates to create a sense of urgency. The messaging is clear: prices are changing, but now’s your chance to act!
Witty Promotions That Sidestep the Serious
On Meta, brands are staying playful—using humor and promotional language to keep the focus on the customer. These ads hint at bigger changes (“prices won’t stay like this!”) without over-explaining. It’s a smart way to ease shoppers into a post-tariff market while still driving clicks and conversions.
Leads to homepage
Leads to custom offer page
Transparency is Key
These messages break down what changes mean for the consumer, while reassuring them that quality and experience will remain consistent.
🎥 Video Examples
Connecting on a Personal Level
These videos acknowledge pricing changes, explain external factors like tariffs, and reinforce the brand’s core values and commitment to their audience.
Final Thoughts
The new tariff landscape is challenging—but brands are adapting and seizing opportunities. They are emphasizing the message: We’re all in this together. With a mix of value-driven storytelling, patriotic sourcing, and time-sensitive offers, messaging is evolving in a way that supports the customer and the business alike.
Need advice on how to effectively connect with your audience? We’ve got an award-winning creative team and brilliant experts to support your business. Reach out today!
