Tariffs, Politics and Price Tags: What’s Really Driving UK Consumer Behaviour?
Last week, headlines lit up with news that US courts had blocked some of Donald Trump’s proposed tariffs, a decision with potentially significant implications for global trade. While it’s an eye-catching development, and one that might have major consequences down the line, it’s worth asking: how much does this really matter to UK consumers right now?
The answer? Not as much as you might think.
Politics on the Periphery
There’s no doubt that UK consumers are taking note of global affairs, especially those who are older and wealthier, and those who are more attuned to developments like US tariffs and international politics. However, even amongst these groups, concern doesn’t automatically translate into action.
Our research suggests that while geopolitical events remain on the radar (72% are concerned in this area), they’re often overshadowed by far more immediate pressures, like the ongoing cost-of-living crisis, where this figure rises to 93%. This has only intensified following April’s wave of price hikes across energy and utilities. When households are recalibrating budgets every month, it’s these local realities that dominate decision-making.
In fact, nearly one-third of consumers told us they’ve changed their shopping behaviour due to cost-of-living pressures. Compare that to the roughly 15% making changes in response to political or global events, and the priorities become clear.
Seemingly ‘Big’ Political Moments Don’t Always Shift Behaviour
Even big-ticket events, like Trump’s ‘Liberation Day’ tariffs proclaimed in media coverage, haven’t shifted the needle much. Despite extensive reporting and public discussion, we saw no significant spike in concern or consumer action. This is an important reminder that online buzz doesn’t always reflect behavioural change.
That’s not to say UK consumers aren’t concerned. Many are, especially about the potential knock-on effects of US tariffs on UK prices and the local impact of a global trade war. In fact, 6 out of 10 agree that it’s right to boycott American brands under these circumstances. But only about a quarter of those who feel this way are boycotting anything so far.
Who Is Changing Their Behaviour?
There are some outliers worth noting. Younger and wealthier consumers are more likely to hold brands to account, though even here, politics tends to take a back seat to ethics.
These consumers care deeply about a company’s sustainability, EDI (equity, diversity and inclusion) practices and social values. For brands targeting this group, aligning with these expectations is far more likely to yield results than staking positions on geopolitical issues outside their control.
What Should American Brands in the UK Do?
If you’re an American brand operating in the UK market, the message is simple:
Don’t lean into politics. Even among politically aware consumers, few are motivated enough to change their brand loyalties. Being overtly political, especially in a polarised environment, can carry more risk than reward.
Dial up your ethical credentials. These are within your control and are far more likely to influence buyer behaviour.
Localise where possible. Highlight UK operations, local partnerships and positive impact in British communities. This helps to counter any negative perceptions linked to US-centric policy decisions.
In summary: Yes, UK consumers are watching what’s happening in the US — but it’s their wallets that are really driving decisions. Focus on the levers you can control such as ethics, local presence and value. The rest is just noise.
With over 25 years of experience in market research consultancy and access to advanced, innovative tools, Maru helps companies connect to their customers—and uniquely understand their needs. When you place your customers at the centre of your story, you transform the way your business connects and grows.
We would love to show you how our Customer Experience and Customer Closeness solutions can support that transformation.
Get in touch to discover how we can help build resilience and brand loyalty that thrives, even in times of economic uncertainty.