Tariffs treated as permanent
A recent PwC-backed Business Insider survey reports executives now expect tariffs to be a long-term planning assumption rather than a temporary issue. Companies are adjusting procurement and capital decisions with tariffs seen as a persistent constraint. (businessinsider.com)
Most United States executives now plan as if tariffs are here to stay, not as a short-term policy that will fade after the next election. (pwc.com) PricewaterhouseCoopers said 86% of executives in its April 13, 2026 C-Suite Outlook treat tariffs as a “permanent planning assumption,” and 65% still call tariff policy risk moderate or serious. Business Insider reported the survey as a sign that companies expect elevated import taxes to last for years. (pwc.com) (businessinsider.com) That changes how companies make ordinary decisions. PricewaterhouseCoopers said businesses are building tariffs into operating models, procurement choices, and cross-border analysis instead of waiting for relief. (pwc.com) A tariff is a tax on imported goods, and companies usually respond by paying more, raising prices, shifting suppliers, or moving production. KPMG said 78% of surveyed businesses reported higher cost of goods sold in February 2026, while 68% said tariffs had postponed major investments. (kpmg.com) The shift did not start with one administration. Business Insider noted that many tariffs imposed during President Donald Trump’s first term stayed in place under President Joe Biden, and PricewaterhouseCoopers trade specialist Rohit Kumar said executives now expect tariffs to last beyond the current administration. (businessinsider.com) (morningstar.com) That expectation fits a wider mood in boardrooms. PricewaterhouseCoopers’ January 19, 2026 Global Chief Executive Officer Survey said one in five chief executives saw a high or very high risk of significant financial loss from tariffs over the next 12 months. (pwc.com) Companies are not all reacting the same way. KPMG said 59% are investing in pricing and cost-management tools, 57% are using predictive analytics, and 50% are changing supply-chain and sourcing plans. (kpmg.com) Critics of broad tariffs say the costs spread beyond importers. The Tax Foundation said the 2026 tariff package amounts to an average tax increase of about $700 per United States household and would reduce gross domestic product by 0.2% over the long run. (taxfoundation.org) Supporters argue tariffs can protect domestic industry, push production back into the United States, and reduce dependence on geopolitical rivals. KPMG said its March 30, 2026 research found a slow but clear move from evaluating supply-chain changes to actively executing reshoring plans. (kpmg.com) For executives, the practical question is no longer whether tariffs will disappear soon. The April 13 PricewaterhouseCoopers survey says most have already started running their businesses as if they will not. (pwc.com)
