Poll: Tariffs

This Navigator Research report covers the latest perceptions of tariffs, including the share of Americans who support Trump’s tariff plan and how tariffs are seen as impacting costs.

Tariff Favorability and Support

Tariffs remain overwhelmingly underwater, with 60% of Americans viewing them unfavorably and only 30% holding favorable views as of January.

A similar margin opposes President Trump’s tariff plan, with 55% opposing and only 38% in support. Support for Trump’s tariff plan is largely partisan, opposed by 88% of Democrats, 55% of independents, and 21% of Republicans. Among Republicans though, there’s a split in support – with MAGA Republicans being 35 points more likely to support Trump’s tariff plan (86% MAGA – 51% non-MAGA).

• Across income groups, Americans oppose Trump’s tariff plan, including among those who identify as “middle class” (43% support – 51% oppose).
• Americans earning less than $50,000 a year have become 11 points more negative on Trump’s tariff plan since September, shifting from -22 in September to -33 in January.

Tariffs and Costs

A majority across partisanship believe tariffs have led to an increase in their costs (69%), including 88% of Democrats, 65% of independents, and 52% of Republicans. Two-thirds of passive news consumers, those who say news comes to them, believe tariffs have increased their costs (66%), a similar share as active news consumers (71%). Only 10% of Americans say tariffs have made their costs go down.

As Americans continue to believe their costs are increasing, majorities disapprove of President Trump’s handling of inflation and the cost of living (58% disapprove – 37% approve).

Message Guidance

Despite the decision from the Supreme Court this morning, many of the Republican tariffs will continue. Additionally, it is likely that President Trump continues many of his tariffs in one way or another through a different mechanism. Even in the interim, it’s crucial to continue to tell the stories of how these tariffs, imposed by Trump and backed by Republicans in Congress, are raising costs for things people buy every day.

Here are some tips for how best to communicate on the negative impacts of tariffs: