Here’s what’s really at the heart of this trend—and how you can respond.
Several weeks ago, I received a questionnaire from a major airline carrier.
I’d taken a dozen flights with them over the past several months, and they wanted to know how I felt about their upcoming changes—including an assigned seating model and the elimination of free checked bags.
The first question asked whether I was aware of the upcoming changes. Of course I was—I’d heard them announce the transition during each takeoff and landing. But the second question caught me off guard: Did the shifts impact my trust in the company? Was I, the customer, happy with the changes?
I was stunned. Who would respond positively to paying more for less? What exactly was the company hoping to learn in asking that question?
Had the company acknowledged economic challenges and asked how they could still provide value despite price increases, they might have learned something useful and strengthened brand loyalty. Instead, they missed an opportunity for genuine connection.
This disconnect between companies and their customers isn’t unique to airlines. It’s happening across industries at a time when consumers are already feeling the squeeze. After all, while inflation has slowed over the past year, most people’s wages still haven’t caught up with the impact of several years of rising prices. Credit card debt has reached record highs, and savings rates are in decline. Consumer sentiment surveys reflect a staggering dip in optimism, and economic uncertainty is fundamentally changing the way Americans shop: Data says 34% of US shoppers stopped purchasing eggs and won’t buy them again until a carton costs lower than $5. Is it any wonder, then, that initiatives like “No Buy 2025” are sweeping the country?
The movement is fortified by subreddits and viral video trends as people collectively try to make every dollar last. But what started as an economic and political movement has morphed into something more universal: A response to a perceived breakdown in trust between brands and the people they serve.
Customers are feeling unheard and undervalued, and without clear, authentic communication with the companies they purchase from, they’re feeling increasingly isolated.
But rather than seeing “No Buy 2025” as a threat, forward-thinking businesses should recognize it as an opportunity—one that can be addressed by applying the core principles of change management.
Change Management for Customers
We typically think of change management in the context of internal operations—helping employees adapt to a new software system or adjust to organizational restructuring. But the companies that will thrive through today’s economic uncertainty understand that change management extends beyond office walls.
The same principles that help teams navigate workplace transitions should guide customer communications. When price increases become necessary or product changes unavoidable, companies need to bring their customers along through that change with the same care, transparency, and respect they would show their employees.
The key components of effective change management are straightforward: honesty, respect, and open two-way communication. Applied to customer relationships, these principles can transform the “No Buy 2025” challenge into an opportunity to build deeper loyalty through authentic engagement.
A critical part of this approach is addressing uncomfortable situations directly—what I call “pointing to the moose in the room.” We do this every time we acknowledge that something might feel uncomfortable—but the path forward lies in naming it, re-establishing a shared mission, and rowing again in the same direction. Companies today need to take the same approach with price increases: name the difficulty, label it clearly, then outline how you’ll move forward together.
Small Businesses Show The Way
I’m often struck by how effectively small businesses handle these moments of truth with their customers. Perhaps their relationships feel more personal, or their margins for error are simply slimmer.
Regardless, big-box stores should take note: A mom-and-pop restaurant near my home, known for their chicken wings, had to raise prices to keep up with meat costs. Their approach? They included a handwritten note in red Sharpie in each menu: “The price of meat has gone up so much that we have to raise prices.” They promised—in writing—to return to previous prices when possible and offered complimentary side salads to customers who ordered wings at the higher price.
A few weeks later, when meat prices decreased, that same diner promptly lowered their prices and noted the change in that same red Sharpie. The owners’ honesty went a long way in maintaining customer loyalty through a difficult transition.
In a similar fashion, a sales associate at a nearby furniture shop told me that a chair I was eyeing was unfortunately going to rise in price. He explained that it is crafted by a Canadian company—and his next order will cost 25% more due to tariffs. The associate didn’t pressure me to buy: He gave me options, including domestic alternatives that wouldn’t be subject to the price increase. He offered me transparency when he shared he wasn’t increasing prices until the next month—that he would upcharge only when he was forced to. Most importantly, he treated me with kindness and respect—while he pointed to the moose in the room.
Every consumer interaction across the omnichannel—in the store, online, on social media, via text—is a moment of truth with your customer. Even when raising prices, these interactions provide opportunities to either strengthen or weaken trust.
The Real Opportunity in No Buy 2025
The opportunity in “No Buy 2025” isn’t about finding clever tactics to get customers to ignore economic realities while opening their wallets. It’s recognizing this movement as a chance to deepen trust through authentic communication.
Some customers genuinely can’t afford your products right now, and pretending otherwise won’t change that reality. But when they feel heard and respected, even as they make difficult purchasing decisions, they’re far more likely to return when circumstances improve.
Your customers are telling you something important with movements like No Buy 2025.
The question is: Are you listening?
