Nielsen IQ (NIQ) conducted the “North America Tariff Sentiment Study: U.S./Canada Topline,” which looks at the impact of tariffs on consumers. 

In the past year, tariffs have dominated the global conversation, even as consumers still face significant economic pressures.

This report includes the thoughts of 4,963 United States consumers and 5,003 Canada consumers, between March 25 –31, 2025. This is the first of four surveys to capture their feedback over the coming year.

In this initial report, the majority of consumers in North America expect a negative impact on the economy. 

61% of American respondents expect a negative impact on the U.S. economy for the rest of 2025, and 56% expect a negative impact on the U.S. economy over the next three years. 

In Canada, 86% of respondents expect a negative impact this year, and 79% foresee a negative impact next three years.

Also, in Canada, tariffs are prompting a greater intention to buy Canadian-made products and sparking a movement against buying U.S.-made products. 

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