- PageViews
PageViews Monthly: Issue 12
April 24, 2025
As trade tensions rise, communicators are at the center of one of today’s most complex business challenges. Tariff policies are reshaping stakeholder expectations and concerns, adding new pressure to messaging, pricing, and coordination strategies.
In a recent Page Conversation, members shared how they’re navigating the real-time impacts of shifting trade dynamics. While the discussion was conducted under Chatham House Rule, key insights are compiled below.
For many small and medium-sized businesses, tariffs aren’t just economic policy—they’re an emotional burden. Communicators are hearing stories of entrepreneurs facing painful choices and dwindling margins, with no domestic alternatives to alleviate the pressure. Some members, representing and working with trade and commerce organizations, discussed how organizations could rally to help support small businesses. One created a tariff task force to align messaging and stakeholder communication. Another is helping independent producers better understand how global shifts affect pricing, highlighting the need for clear, empathetic communication, even in B2B and technical contexts.
A persistent challenge is bridging the gap between policy and public understanding. Many consumers believe tariffs are absorbed by companies, not realizing the costs often trickle down to them. Members emphasized the need for more effective, accessible messaging to shift this narrative.
Some are turning to micro-influencers—trusted, apolitical voices who can explain complex issues in relatable terms. Others are using personal stories to humanize the effects of tariffs and foster greater empathy and awareness. Others are focusing on interpersonal/face-to-face interactions with strategic stakeholders.
As policy evolves, so does the global business climate—often in subtle but significant ways. While few companies reported direct retaliation, members described growing tensions and more negative sentiment across key regions. In some markets, doubts are emerging about the resilience of U.S. partnerships, while in others, emotions are nudging consumer preference away from American brands.
Even when buying behavior remains stable, perception is shifting. Members are tracking these trends closely, knowing that regional sentiment can influence reputation, relationships, and market access over time.
Several members re-emphasized the need to consider the broader context of the tariff issue — political, economic, media, and social — and look at it through a multistakeholder lens. As strategic business partners, how do we adjust to this new normal? How can we help our colleagues understand that AI, wars, natural disasters and other issues will not lead us “back to normal”? As communicators, we must consider how to thrive with greater agility and resiliency through a values and purpose centered approach — corporate character —in this environment of change.