The goal for any brand is to create a strong bond with consumers. Brand loyalty is sustained by maintaining a perception of trust, credibility and authenticity. Price always matters, but emotions can play a crucial role for keeping customers happy and satisfied.
Historically American companies have been leaders for establishing significant brand franchises in Canada, Europe and the rest of the world. With their pioneering brand marketing acumen and credible product quality, the American heritage has been an essential ingredient for the long-term success for many consumer brands. However, Trump’s talk of territorial expansion and his trade war are undermining the foundational trust of many American products abroad. In particular, the favorability rating for America has dropped significantly since Trump took office.
How The World Views America Today
• Global Perception of Net Favorability – The Danish research firm, Nira Data, surveyed 100 countries in April on their view of America and found that its net favorability rating slipped from +26% in 2023 to -5% in 2025, while China’s rating jumped from -2% to +12% in the same period.
• ECB Consumer Expectation Survey – This European Central Bank study in March found that 44% of respondents expressed a willingness to shift their spending away from American products. Importantly price was not as influential as “preferences” for switching. On a scale of 0 to 100 (i.e. a strong willingness to buy alternatives), the median score was 80 for pricing but 95 for preference, no matter what the cost is. This reasoning includes emotional factors such as trust and the European anguish over Trump’s treatment of America’s longtime allies.
• More Negative Reaction In Canada – A recent Ipsos poll showed three-quarters of Canadians saying they would forgo travel to the U.S., and that 72% would avoid buying U.S.-made goods. In April a YouGov survey found 61% of Canadians would be boycotting American products. Pew Research reported that 59% of Canadians now view the U.S. as their “greatest threat”. As one leading Canadian businessman admitted, “I can’t trust America anymore”.
Reputable Brands Affected
The array of top American brands abroad already feeling this adverse reaction is broad, but all share a core sentiment of how Trump has damaged America’s reputation. Here are some examples:
• European boycotts have negatively impacted popular brands like Heinz ketchup and Lay’s potato chips, even Coca-Cola in Denmark, plus Harley-Davidson in Sweden, Jack Daniel’s whiskey in the U.K., and Levi’s jeans in France. Some consumers have begun canceling subscriptions to U.S. streaming giants, including Netflix, Disney+, and Amazon Prime Video. McDonalds has also noticed a growing anti-American attitude.
• Tesla’s new registrations in Europe fell by more than 40% in the first quarter. In Sweden Tesla sales in April plunged 81% from a year earlier, reflecting a protest against Elon Musk’s and Trump’s political views. Tesla owners there even slapped “shame” bumper stickers on their cars.
• In Canada the reaction to Trump has been more passionate. Trump has tallied more than 100 public assaults on Canada, even calling it ”an existential menace that must be dealt with”. Gone from Canadian shelves are American bourbon and California wines. Now Canada is getting their blueberries from Mexico, not California, and tangerines from Morocco, not Florida. More Canadian companies are exploring business relationships with Europeans now.
Sustainable brand loyalty cannot be achieved overnight, but the emotional damage and declining trust in the America’s image abroad caused by Trump in just months may not be reversed for years.
