Brands Under Pressure: Tariffs Push Supplier Diversification to the Top of the 2025 Agenda

As tariff uncertainty rattles sourcing strategies for U.S. brands, the conversation is shifting from where products are made to how resilient supply chains really are. A new survey from Anvyl, a supply chain technology company led by former Apple executive Rodney Manzo, reveals that most consumer brands are still dangerously underprepared for ongoing disruptions—despite the rising cost of inaction.

Released on April 29, Anvyl’s 2025 State of Supply Chain Report surveyed over 200 consumer brands and uncovered an unsettling reality: only 21% of companies feel “extremely confident” in their ability to handle supply chain shocks like new tariffs or logistics breakdowns. This comes just as The New York Times recently reported on how tariff expansions targeting Chinese goods are already impacting cost forecasts for American companies, particularly in consumer electronics, textiles, and packaging—industries highly reliant on international sourcing.

Diversify or Die?

According to the report, 66% of brands now list supplier diversification as their number one risk mitigation strategy for 2025. Yet paradoxically, supplier concentration risk ranked only sixth among perceived threats—suggesting that some brands still underestimate their exposure to geopolitical and logistical volatility.

“The past few months have made it clear that uncertainty isn’t going away,” said Rodney Manzo, Anvyl CEO and Founder. “The report reinforces that when brands have the right tools and data in front of them, they’re taking control of problems instead of just reacting to them.”

Rodney Manzo, Founder & CEO Anvyl

Manzo, who previously led supply chain initiatives at Apple, now helps companies like LOLA, Native, Brooklinen, and S’well gain real-time visibility into their sourcing networks through Anvyl’s orchestration platform. The company’s new integration with Sage 100 allows businesses to manage purchase orders, supplier communication, and inventory tracking all in one place.

Visibility: The New Competitive Edge

The report’s most striking finding: Brands with strong supply chain visibility recover from disruptions nearly five times faster than those without. Yet 59% of respondents admit they still struggle to achieve real-time transparency using their current systems.

A majority of companies are still relying on manual processes and outdated tech stacks, with 43% planning to stick with them in 2025 despite evidence that poor data quality, inefficient reporting, and siloed platforms continue to slow down recovery and decision-making.

Anvyl’s research shows that 78% of brands now say supplier location and logistics capabilities heavily influence sourcing decisions, signaling a growing shift away from simply choosing the lowest-cost supplier and toward long-term agility.

The Takeaway for 2025

With global trade policy in flux and consumers increasingly price-sensitive, brands are facing an uncomfortable reality: resilience is no longer a luxury—it’s a requirement. For companies still clinging to linear supply chains and legacy systems, the next disruption could hit much harder.