Borders are back in a big way, and not just on maps.

As global politics lean into protectionism and economic nationalism, cross-border trade is no longer frictionless. From retaliatory tariffs to “buy local” movements, brands that once thrived on global uniformity are being forced to localise, or lose relevance.

But this isn’t just a logistics challenge. It’s a brand strategy one. Because in a tariff-fuelled, pride-driven retail landscape, your product might still cross borders, but your story needs to shift with every postcode.

⚠️ The New Reality: Politics Meets the Basket

Across food, beauty, alcohol, and lifestyle categories, we're seeing clear shifts:

• In Canada, 69% of consumers say they've stopped buying U.S. alcohol due to tariff-linked sentiment (IWSR, 2025).

• In Europe, carbon footprint–based import restrictions are tightening on mass-produced food and drink.

• In Asia-Pacific, national pride is increasingly tied to origin: Korean skincare, Japanese spirits, Australian wellness brands dominate local preference.

• In the US, “Made in America” is a growing driver of selection, particularly in middle-income categories like supplements, personal care, and apparel.

Even where tariffs aren't directly raising prices, consumer perception is doing the damage. Shoppers don’t want to feel complicit in political disputes, or disconnected from the product’s story.

🧭 What It Means for Brand Strategy

The brands that win in this climate won’t just adapt supply chains, they’ll rethink how their products show up physically.

Here’s what that looks like:

1. Local Materiality

Use POSM substrates, finishes or packaging inspired by regionally valued cues. In Japan, that might be precision-crafted wood. In Scandinavia, a minimal matte aesthetic. In Brazil, colour and vibrancy signal local relevance.

Translation: Your design language should feel native, even if your product isn't.

2. Origin-Tuned Messaging

Instead of hiding your roots, reframe them. UK brand in Germany? Lead with craftsmanship. French skincare in the US? Focus on science. American drinks in Canada? Consider co-branded partnerships with domestic creators to shift the story.

Translation: “Imported” shouldn’t mean “out of touch.”

3. Region-Specific Gifting

Create GWPs or gift kits that reflect local holidays, rituals or occasions. A Ramadan calm kit. A Mid-Autumn festival sharing pack. A local harvest-themed multi-buy incentive.

Translation: Trade barriers don’t apply to relevance.

🛍️ Who’s Doing It Right?

• Campari’s Crodino launched in the US by leaning into Italian lifestyle, not just Italian origin. The shelf story was about ritual, not provenance.

• Rituals Cosmetics adapts merchandising per market, using locally resonant product focus (e.g., Ayurveda range in India, Sakura in Japan).

• Patagonia integrates local environmental causes and language into global stores, giving shoppers a reason to believe that transcends “where it’s made.”

These brands succeed by speaking to place, not just from one.

🧠 Merch & Effect POV

At Merch & Effect, we treat politics as part of brand planning, not a surprise variable.

We’ve seen firsthand how a well-tuned shelf execution can neutralise nationalism, soften tariff shock, and reframe brand identity for a new audience. The trick isn’t to blend in, it’s to resonate.

That means rethinking gifting units for local culture. Designing display structures that echo regional architecture. Training staff with local references that make the brand feel like it belongs, not like it's visiting.

In a divided world, shelf strategy becomes more than design. It becomes diplomacy.