‘Somebody has to pay the cost’: Business owners break down tariff drama on social media

Founders and CEOs typically use social media to etch a human face onto their brand, forge a personal connection with potential customers, and put some pizzazz into product launches.

With the thundercloud of steep global tariffs looming overhead, though, many business owners have lately turned to TikTok, Instagram, and Reddit to explain the economic havoc those tariffs are poised to wreak on their brands—and in some cases, to search for a path forward.

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