A restaurateur reveals the dramatic, unseen impact of inflation. While he raised the price of his fries from $9 to $12 since 2019, maintaining the original profit margin would require charging $25 today. This illustrates how businesses are absorbing massive cost increases, squeezing their profitability.

Instead of immediately passing tariff costs to consumers, US corporations are initially absorbing the shock. They are mitigating the impact by reducing labor costs and accepting lower profitability, which explains the lag between tariff implementation and broad consumer inflation.

Unlike in 2021-2022, companies are now more reluctant to raise prices. Key factors include consumer resistance after high inflation, anchored inflation expectations, political scrutiny, and significant uncertainty over tariff policies, which makes firms fear losing market share if they act prematurely.

Kai Ryssdal explains that the current rise in consumer prices is a lagging effect of tariffs. For months, businesses absorbed these costs to protect market share. Now, with squeezed margins, they are forced to pass the costs on to consumers, resulting in a delayed but significant inflationary impact.

For decades, supply chains were optimized for cost reduction. Post-crisis, the focus has shifted to security, resilience, and localization. This move away from pure efficiency by adding redundancy and increasing defense spending is inherently inflationary, reversing a long-term deflationary trend.

It's the volatility and unpredictability within the supply chain environment—rather than the magnitude of a single shock—that can dramatically amplify the inflationary effects of other events, like energy price spikes. This suggests central banks need situation-specific responses.

History suggests that if inflation remains high for too long, it can alter public psychology. Businesses may become less hesitant to raise prices, and consumers may grow more accepting of them. This shift can create a self-perpetuating feedback loop, or 'snowball' effect, making inflation much harder for the central bank to control.

While often seen as greedy, companies may raise prices during crises as a defensive measure. Facing immense uncertainty about supply chains and future costs, they act paranoid to ensure they can weather a potentially long storm, even if it means overreacting in the short term.

The longevity of above-target inflation is a primary concern for the Fed because it can fundamentally alter consumer and business behavior. Historical models based on low-inflation periods become less reliable. Businesses report being surprised that consumers are still accepting price increases, suggesting pricing power and inflation expectations may be stickier than anticipated.