DANCING WITH TARIFFS: How Smart Companies Win in the New EU-US Trade Reality

The Trump-von der Leyen trade agreement establishing a 15% tariff on most EU exports to the US represents more than a simple cost increase—it’s a complex market reset that separates strategic winners from reactive losers. Rather than a single price shift, this represents a multiphase market response—more tango than march.

While major brands scramble with increase announcements to appease shareholders and alert the market—Adidas facing $231 million in costs, P&G raising prices on 25% of products, Mercedes adding €360 million in tariff impacts—the smartest companies are using this disruption to gain competitive advantage through precision pricing strategies based on deep consumer intelligence.

This white paper outlines how consumer-centric companies can navigate the new reality, capitalize on competitors’ reactive mistakes, and emerge stronger from trade disruption.