Key stat: Almost half of Gen Zers (46%) and Baby Boomers (45%) would switch to less expensive brands or product alternatives if there are price increases related to tariffs, according to March data from Collage Group.

Beyond the chart:

• 70% of US adults believe tariffs affect the price they pay for everyday goods, according to April data from Zappi.
• Over half (51%) of US adults aged 55-64 are keeping track of the impact of tariffs, compared with 36% of adults aged 18-24, according to April data from LoopMe.

Use this chart: Marketers can use this data as a spur to identify product alternatives for cost-conscious consumers in the case of tariff price hikes. They can also prepare budget-friendly messaging for identified products.

Related EMARKETER reports:

• Impact of Tariffs on US Businesses (EMARKETER subscription required)
• Impact of Tariffs on Digital Advertising(EMARKETER subscription required)

Note: Respondents were asked, "If prices increase further due to tariffs, how would you change your shopping or spending habits?" Data was provided to EMARKETER by Collage Group.

Methodology: Data is from the April 2025 Collage Group "2025 Tariffs Report: Consumer Response to the Promise of Tariffs and the Possibility of Price Hikes." 1,014 US adults ages 18+ were surveyed during March 2025.