CFOs are split on the share of tariffs they will pass along to customers

Key stat: 30% of chief financial officers worldwide anticipate passing 91% to 100% of tariffs along to their customers, while nearly as many (29%) anticipate passing on less than 10%, according to March 2025 data from Gartner.

Beyond the chart:

• 32% of US adults believe it’s fair for companies to pass tariff costs along to shoppers in the form of higher prices, according to February 2025 data from Ipsos.
• Another 37% say even if prices increase because of tariffs, it’s worth it to get what we want as a country.

Use this chart: Retail and marketing leaders can use this chart to benchmark their approach against peers. If you're absorbing tariff costs, consider how to preserve margin through efficiency. If you're passing them on, be transparent with customers and explore added-value messaging to maintain loyalty.

Related EMARKETER reports:

• FAQ: US-Canada Trade War (EMARKETER subscription required)
• FAQ: How Trump Tariffs on Latin American Imports Will Affect US Brands (EMARKETER subscription required)

Methodology: Data is from the November 2024 RetailNext report titled "Consumer Sentiment Survey." 1,056 US adults ages 18-64 were surveyed online during August 21-23, 2024.