Tariff Shock: What Now for Consumer Brands?

Tariffs just rewrote the rules — now what?

In this episode of Shelf Life, Joel Beal, CEO of Alloy.ai and “recovering economist,” and Logan Ensign, Alloy.ai's Chief Customer Officer dig into the chaos unleashed by the sudden announcement of new U.S. tariffs. The implications for the consumer goods industry are huge — and unfolding fast.

From conversations with leading brands and retailers, Joel shares what he's hearing in real-time and offers early guidance for decision-makers who need to act — but are frozen by uncertainty.

We cover:

• Why this latest round of tariffs caught most companies off guard — despite the warnings
• Who actually pays for tariffs, and the early-stage tug-of-war between brands, retailers, and consumers
• The ripple effect on manufacturing, freight, pricing, and demand
• Tactical ways companies are already scenario planning and tweaking terms to minimize impact
• Why now is not the time to make major shifts — and what you can do instead
• The surprising potential global shifts in product development and market focus
• What the Nintendo Switch 2 has to do with all this

If you’re trying to balance cost-cutting, pricing, and planning amid the noise — this is the clear-headed breakdown you need.