Aluminium is everywhere; from the cans in our refrigerator to the vehicles on the street. But what is the effect when governments impose tariffs on aluminium imports? The new U.S. tariff of 25% on imported aluminium is going to shake up businesses, and while companies such as Coca-Cola are weighing in on raising prices or even using plastic to meet the cost, the final blow is on consumers. The actual question is: what do we aka the consumers do about it?

How tariffs influence consumer prices

Tariffs are a tax on imported products. If aluminium becomes pricier with tariffs, producers have only two options: absorb the cost or pass it on to consumers. Most often, though, it’s the latter that occurs, resulting in higher costs for common products. Soft drink companies, packaging food, electronics, and even cars could all experience price hikes.

The green trade-off: A move away from sustainability?

Switching from aluminium to alternatives might help companies avoid higher production costs, but it could slow down progress toward sustainability. Aluminium is 100% recyclable and can be reused indefinitely, making it a key player in the circular economy. On the other hand, materials like plastic, glass, and paper contribute significantly to global pollution, with recycling rates far lower than aluminium’s.

While some businesses balance cost-cutting with environmental responsibility, there are businesses that are holding firm to their sustainability ethos. Here consumers have more influence than they know.

Consumer power: The true driving force

While governments set policy and businesses adapt their strategies, consumers ultimately dictate the market through their purchasing decisions. Businesses react to demand, if consumers make sustainable products a priority and shun outrageous price increases, brands will listen.

Here’s how consumers can step up:

Make smart decisions – Patronise companies that invest in sustainable packaging and fair pricing.

Raise awareness – Encourage responsible business choices by talking to brands and expressing concerns.

Push for policy reforms – Governments hear citizens when th ey speak up. Call for equitable trade policies that shield businesses and consumers alike.

Cut back on use of single-use materials – If businesses switch away from aluminium to less sustainable materials, counteract that change by selecting products in recyclable materials wherever possible.

What can the companies do?

A lot! Instead of passing every tariff cost onto consumers, they can optimise supply chains, push for smarter trade policies, and stay committed to sustainability because saving money should not come at the planet’s expense.

But, let’s leave the boardrooms to work that out!

The bottom line

Tariffs on aluminium can appear to be a corporate or governmental matter, but the impact percolates down to the end-consumer. However, power is with the consumer. Our shopping choices, advocacy, and awareness have the power to effect change.

If companies notice that customers are requiring affordability and sustainability, they will have no choice but to make something that serves both. Ultimately, what we buy determines the future of not only the market, but the world’s sustainability targets as well.

So, what’s it going to be? Sustainable circularity or a fuller wallet? All the choices we make end up coming back to us; as a win in the long term or as a short-term fix. But to start, take a moment to imagine the power we truly hold.