Report: Tariffs and trade-offs: what rising prices mean for brand trust and consumer loyalty

Rising prices are no longer a temporary challenge, they’re fundamentally reshaping how consumers make decisions, engage with brands, and define value. For businesses, this shift presents both risk and opportunity: in a climate of economic pressure, brand loyalty is more fragile, and customer expectations are evolving fast.

To understand how global tariffs are influencing real-world behavior, UserTesting partnered with Talker Research to survey 4,000 consumers across three key markets: the United States, the United Kingdom, and Australia. The findings reveal how price sensitivity, trust, and transparency now drive decision-making, and what brands must do to stay relevant in the face of rising costs.

Survey breakdown:

• United States: 2,000 respondents
• United Kingdom: 1,000 respondents
• Australia: 1,000 respondents