Trump’s compelling tariff narrative can’t mask real-world failures

In today’s complex global economy, few issues stir more intense emotions than tariffs. US President Donald Trump’s tariff narrative has captured the hearts of many Americans. He painted a picture of a victimised America, its manufacturing base hollowed out and jobs shipped overseas. He promised to restore national greatness by wielding tariffs as a magic wand. While this narrative was a political triumph, it was built on a series of exaggerations and, when translated into policy, has ultimately fallen short.

To understand the narrative’s resonance, it is necessary to look beyond economic data and connect with the anxieties within US society. While national economic data shows steady growth, this macro-level success has failed to alleviate the pain in specific industrial communities. Trump’s genius has been to simplify these complex issues, boiling them down to a single, external enemy: trade partners taking advantage of America.

He has framed massive trade deficits as evidence of plunder, resonating with those who felt forgotten by globalisation and making them feel they finally have a leader fighting on their behalf. The promise of tariffs was not just economic; it was a pledge to return to a time that felt more certain and stable, offering a sense of belonging to those who felt adrift in a rapidly changing world.