Link Sharing: Ecolab’s Pricing Press Release

When tariff-related costs spike, so does the pressure on communicators to explain pricing shifts clearly and credibly. Ecolab’s recent announcement of a 5% trade surcharge offers a clean example of how to communicate transparently without losing trust or momentum.

📎 Ecolab Announces 5% Trade Surcharge in the United States

1. State the “why” up front, with clarity—not apology

Ecolab leads with a direct explanation: tariff-driven raw material cost increases. The language avoids spin while connecting pricing action to a clear external trigger—helping stakeholders understand it’s a business necessity, not a margin grab.

Takeaway for CCOs: Transparency breeds credibility. Don’t bury the rationale in financial jargon—lead with it.

2. Tie pricing to value and reliability

Rather than let the surcharge stand alone, Ecolab positions it as a means to preserve value: ensuring product availability, consistent quality, and continued investment in customer outcomes. The surcharge is framed as part of a promise, not a penalty.

Takeaway for CCOs: Contextualize cost changes within your brand promise. If you’re charging more, show what you’re protecting.

3. Show agility and signal future responsiveness

Ecolab notes the surcharge will be adjusted as conditions evolve, signaling responsiveness and a two-way relationship with customers. It positions the company as adaptive—not rigid or opportunistic.

Takeaway for CCOs: Flexibility is a trust-builder. Make clear that pricing is responsive, not permanent.