Pricing sensitivity and rising populist sentiment are converging to create heightened reputational risk for brands this holiday season.
Gravity Research’s latest report examines how economic strain and political volatility are creating reputational challenges for corporate communicators in the coming months. We analyzed consumer concerns, media trends, and executive sentiment to identify where risk is most acute–and how firms can plan accordingly.
Key Findings
Economic strain is fueling new reputational vulnerabilities. With consumers opting to scale back spending amid inflation and tariffs, buyers may be especially aware of perceived price hikes or “cheapened” quality. Companies that choose to hone in on higher-income consumer segments risk further alienating lower-income shoppers and weakening brand loyalty.
Transparent communication about tariff-related pricing can help sustain consumer trust. In 2025, executives have grown concerned with the reputational risk associated with tariff-related price increases. Though consumer sensitivity is high, corporate communicators who frame price increases as a “last resort” after demonstrating exhaustive mitigation efforts could preserve consumer credibility and temper backlash.
Political volatility is heightening holiday risk. With consumers increasingly politicizing apolitical campaigns and boycotting brands over perceived value misalignment, brands may see amplified partisan backlash during the holiday season. Conservative influencers could be especially vocal due to media influence and vocality from the Trump administration in private sector operations.
Looking Ahead
Worker activism, immigration enforcement, and political rhetoric could drive heightened scrutiny, and the rise of misinformation threatens to falsely implicate companies in controversies. Monitoring online discourse, labor groups, and policymaker narratives can help corporate communicators spot risk early, while establishing crisis protocols ensure brand preparedness.
Download the full report to learn how corporate communicators can preserve brand reputation amid holiday backlash.
