Bold strategy for the CEO to announce price increases but actually not increase prices. Strange idea
Here are some notable companies where the CEO explicitly stated (in earnings calls, interviews, or public comments) that they are raising prices, planning to raise prices, or passing on costs to consumers due to tariffs:
AutoZone — CEO Philip Daniele said the company would "pass those tariff costs back to the consumer" in response to new or increased tariffs.
Walmart — CEO Doug McMillon stated that due to the magnitude of tariffs, the company "aren't able to absorb all the pressure" and would raise prices on affected items (e.g., toys, electronics, certain groceries).
Procter & Gamble — CEO Jon Moeller indicated price increases were "likely" because "tariffs are inherently inflationary."
Adidas — CEO Bjørn Gulden confirmed the company would raise prices in the U.S. to offset significant tariff-related costs.
Target — CEO Brian Cornell described price hikes as a "very last resort" but noted consumers would likely see increases (e.g., on produce affected by tariffs).
Best Buy — CEO Corie Barry said price increases for consumers were "highly likely" as vendors pass along tariff costs.
Hasbro — CEO Chris Cocks stated that price increases were "unavoidable" due to tariffs impacting profits.
Stanley Black & Decker — CEO Donald Allan Jr. outlined plans to offset tariffs with "pricing actions," including price increases.
Other companies (e.g., Nike, Macy's, Swatch) have announced or implemented price hikes tied to tariffs, but statements often came from CFOs or executives rather than the CEO directly. Many firms have absorbed some costs initially but signaled shifts toward passing them on as tariffs persist into 2026.