Europeans Increasingly Shun American Products Amid Trade Disputes

In Sweden, Harley-Davidson motorcycles remain a coveted sight on the roads. British pubs continue to feature Jack Daniel’s whiskey prominently, while Levi’s jeans define fashion trends in France.

However, amid the escalating trade conflict initiated by the United States under President Donald Trump, many European consumers are beginning to deliberately avoid American products and services. This marks a potentially significant and enduring shift, as highlighted by a recent analysis from the European Central Bank.

In April, the U.S. imposed a general 10 percent tariff on its trading partners and threatened retaliatory tariffs against several, including the European Union. As a result, companies such as Tesla and McDonald’s have noticed that the “Made in America” label is increasingly driving European customers away.

The European Central Bank noted in a blog post that "recent U.S. tariffs on European goods are prompting European shoppers to reconsider their purchasing decisions. Consumers are actively choosing to steer clear of American goods and services."

Signs of this consumer pushback had begun soon after President Trump took office, with boycotts targeting products like Heinz ketchup and Lay’s potato chips. Following Trump’s controversial suggestion to acquire Greenland, which is part of Denmark, Danish citizens mobilized anti-purchase campaigns on social media platforms such as Facebook. Meanwhile, Swedish Tesla owners affixed “shame” stickers to their vehicles to express disapproval of Elon Musk, Tesla’s CEO and a key advisor to the U.S. president.