Navigating Uncertain Tides: How Small Global Businesses Are Communicating with U.S. Customers During Trump’s Tariff Changes
In the wake of shifting U.S. trade policies and tariff uncertainties under Trump’s administration, small businesses across the globe have been forced to adapt their communication strategies with American customers. From the snowy landscapes of Sweden to the vibrant markets of Brazil, entrepreneurs have crafted thoughtful approaches to maintain relationships despite the economic turbulence. These six companies represent a microcosm of the global small business community, each with unique challenges but similar needs: transparency, relationship preservation, and survival in unpredictable markets.
For Gothenburg-based furniture maker Svenskt Trä, the approach has been one of radical transparency. “We decided early on that hiding the impact of tariffs would only damage trust in the long run,” explains founder Maja Lindström. Her company now includes regular email updates to American clients that outline potential price changes before they happen, giving customers time to plan purchases accordingly. Similarly, a small textile manufacturer in São Paulo, Tecidos Brasileiros, has implemented a dual-pricing strategy that they communicate clearly to U.S. retailers. “We show them what the price would be without tariffs, and what it is with them,” says owner Carlos Mendes. “This helps American customers understand that we’re not arbitrarily raising prices—we’re both victims of the same policy shifts.” These businesses have found that honest, proactive communication helps preserve relationships even when prices must increase.
Technology has become a crucial ally for these small enterprises. A family-owned olive oil producer in southern Spain, Aceites Andaluces, has created a password-protected section on their website specifically for U.S. distributors, providing real-time updates on how pending tariff changes might affect shipping schedules and prices. “Before we implemented this system, we were spending hours on phone calls explaining the same situation to different customers,” recounts Maria Vásquez, who manages international sales. “Now they can access the information when it’s convenient for them, and we can focus on finding solutions rather than just explaining problems.” This digital approach to communication has proven especially valuable during periods when tariff announcements create sudden surges in customer inquiries.
Beyond just explaining price changes, these companies have found ways to demonstrate added value to justify continuing relationships despite potential cost increases. A specialty tea exporter from Taiwan, Mountain Mist Teas, now includes detailed stories about their sustainable farming practices and the families who grow each tea variety in their communications with U.S. buyers. “American customers are willing to pay more if they understand the quality and ethics behind the product,” observes founder Lin Wei-Chen. “When tariffs threaten to raise prices, we emphasize these aspects even more strongly.” Similarly, a boutique electronics components manufacturer in Berlin, TechKlein GmbH, has begun offering enhanced technical support and longer warranties exclusively to their U.S. customers. “If the price must increase due to tariffs, we want to ensure the overall value proposition remains strong,” explains CEO Hannah Schmidt. These value-adding strategies help buffer the psychological impact of price increases that are beyond either party’s control.
The emotional aspects of business communication during uncertain times cannot be overlooked. A handcrafted jewelry maker from Montreal, Bijoux du Nord, has taken an approach that emphasizes personal connection. “Each time there’s a new tariff announcement, I record a short video message for my U.S. retailers,” says founder Isabelle Tremblay. “I show them my workshop, introduce them to my artisans, and talk honestly about how we’re navigating the challenges together.” This human touch has proven remarkably effective at maintaining loyalty during price adjustments. Other business owners mentioned similar tactics—scheduling video calls instead of sending emails, sharing behind-the-scenes glimpses of production, and even organizing virtual events where multiple U.S. customers can connect with each other while discussing challenges with the supplier. These approaches transform what could be a contentious business negotiation into a shared problem-solving exercise.
Despite the challenges, these small businesses remain cautiously optimistic about the future of their U.S. relationships. They’ve learned that adaptability in communication is as important as adaptability in business models. Many report that the transparent communication necessitated by tariff uncertainties has actually strengthened their customer relationships in unexpected ways. “We know each other better now,” reflects Mendes from Brazil. “We’ve had difficult conversations that we might have avoided in easier times, and that’s built a foundation of trust.” As they look ahead, these business owners continue refining their communication strategies, knowing that clear information, added value, emotional connection, and technological tools will help them weather whatever economic policies may come. Their experiences offer valuable lessons for any business facing market uncertainties: that honest, empathetic, and creative communication can preserve vital relationships even when external factors create significant challenges.
