Core Viewpoint - The implementation of U.S. tariffs under President Trump's policy is leading companies to pass increased costs onto American consumers, impacting their profit margins and operational space [2][3]. Group 1: Company Responses - Procter & Gamble (P&G) plans to raise prices on about 25% of its products in the U.S. market to offset new tariff costs, indicating a dual approach of cost-cutting and price increases [3][4]. - Other companies, such as EssilorLuxottica and Swatch, have also begun to implement price increases, with Swatch reporting a 5% price hike with no negative impact on sales [8]. Group 2: Market Impact - Despite a rise in U.S. stock indices driven by technology investments, many consumer goods companies are struggling, with P&G's stock down 19% since the tariff announcement [5]. - The anticipated total loss for companies due to tariffs is estimated to be between $7.1 billion and $8.3 billion for the year [6]. Group 3: Consumer Behavior - Consumers are currently not feeling the effects of the tariff increases, but inflationary pressures are expected to emerge once company inventories are depleted, likely in Q4 or early next year [7]. - There is a cautious attitude among North American consumers towards price increases, which may affect sales for major brands [5].