16. Tariffs, Transparency, and Trust: Marketing in Uncertain Times

In today’s episode of the Higher Purpose Marketing Strategy Podcast, we’re diving into a conversation that’s more important than ever: how businesses should navigate tariffs, economic uncertainty, and customer trust.

I’m Ashley Conway—CEO of BeWeird Marketing, and your go-to marketing coach and copywriter. And if there’s one thing I know for sure, it’s that during stressful times, the businesses that lead with honesty and integrity are the ones that build lasting loyalty.

Tariffs are just the tip of the iceberg

Tariffs are making headlines, but they’re just one of many curveballs businesses are facing right now. Between recessions, compliance changes, supply chain chaos, and general economic uncertainty, it’s easy for businesses—and customers—to feel stretched thin.

And here's the thing: most consumers don’t realize what’s really driving up costs. They blame inflation. They blame greedy companies. But the truth is often a lot more complicated—and your customers need you to be the one to help connect the dots.

Why transparency matters more than ever

In uncertain times, silence isn’t golden. It’s confusing. Customers don’t expect you to have all the answers, but they do expect you to be real with them.

If tariffs or supply issues might affect your pricing or product availability, talk about it. If you're not impacted (maybe your services are all U.S.-based or digital), that’s worth highlighting too! It gives your customers one more reason to feel confident choosing you.

Here’s how to communicate with honesty and care:

• Be proactive. Don’t wait until a customer asks why prices went up. Explain changes ahead of time.

• Keep it simple and human. No corporate jargon. Speak to your customers like you would a trusted friend.

• Lead with your values. Remind people that your commitment to serving them hasn’t changed, even if your costs have.

Marketing smarter during economic uncertainty

If your customers are feeling cautious, meet them where they are. A few strategies to consider:

• Offer lower-cost services or entry points. Give hesitant customers a chance to work with you without a huge commitment.

• Bundle your services. Create packages that deliver more value—and make your offers even more attractive.

• Flexible payment options. Spread out the cost if it makes sense for your business model.

• Stay close to your existing clients. Don’t assume silence means satisfaction. A simple check-in can prevent cancellations and uncover new needs you can meet.

Why values-centered marketing wins in uncertain times

Now more than ever, people crave businesses that are clear about who they are and what they stand for.

When you show up consistently—rooted in your values, transparent about challenges, and committed to serving your customers well—you don’t just make sales. You make connections. You build trust. And you position your business to thrive no matter what the headlines say.

Hard times reveal strong businesses. They also reveal strong leaders.

If you’re willing to communicate with courage and lead with your values, you’ll stand out far above the noise—and you’ll build the kind of brand loyalty that lasts through any storm.

And if you’re ready for more hands-on support in building a marketing strategy that’s rooted in integrity and built for long-term growth, check out my Power Hour Coaching sessions. I have a few openings this month, and I’d love to help you move forward with clarity and confidence.

Click here to book your session before the spots fill up.