Zilliant Survey Highlights U.S. Businesses' Response to Tariff Pressures

In a recent survey conducted by Zilliant, a leader in pricing lifecycle management, U.S. businesses revealed their strategies for navigating the challenges posed by evolving tariff policies. The findings shed light on how companies are adapting to increased costs and economic volatility, with many opting to pass these expenses on to consumers.

The survey, conducted in early April 2025, polled 400 senior executives from companies generating over $250 million in annual revenue. Among the key insights, 44% of respondents indicated plans to pass tariff-related costs directly to customers. This approach, while aimed at protecting profit margins, carries the risk of consumer backlash. Additionally, 42% of businesses reported shifting suppliers or sourcing regions to mitigate the impact of tariffs, signaling significant changes in supply chain strategies.

Tariff-related expenses have emerged as a central concern for businesses, with 23% of respondents identifying them as their primary pricing challenge for 2025. Competitive pricing pressures ranked slightly higher at 33%, highlighting the dual challenges companies face in maintaining profitability while staying competitive.

Despite these hurdles, 87% of business leaders expressed optimism about maintaining profitability, thanks in part to strategic adaptations such as leveraging AI to refine pricing strategies. The survey underscores the importance of transparency in decision-making to avoid potential backlash from stakeholders, including customers and partners.

As U.S. businesses continue to navigate a volatile economic landscape, the Zilliant survey provides valuable insights into the strategies being employed to address tariff pressures and maintain financial stability. These findings highlight the resilience and adaptability of companies in the face of ongoing economic challenges.