Once emblematic of cool, freedom, and global culture, American brands are now facing a growing backlash across Europe. A new report from the European Central Bank suggests a structural shift in consumer behavior: Europeans are deliberately avoiding U.S.-made goods and services, driven by both economic pressures and political sentiment.
The shift coincides with President Trump’s latest round of global tariffs, including a blanket 10 percent duty on all trade partners and threats of further “reciprocal” tariffs on the European Union. The E.U. retaliated with its own 25 percent tariffs on a wide range of U.S. imports, but the economic dispute appears to be metastasizing into something more culturally charged.
According to the ECB’s assessment, the issue is no longer just about price sensitivity. The data shows that even households with the means to absorb cost increases are actively seeking alternatives to U.S. products. A 5 percent import tax on American goods, the study noted, is enough to push a significant share of European consumers to abandon them entirely. The shift is being framed as a preference, not a protest—suggesting this is more than a fleeting reaction to trade skirmishes.
High-profile U.S. brands across industries are feeling the pinch. Tesla’s sales in Sweden plummeted 81 percent year-over-year in April. McDonald’s, while not yet seeing dramatic revenue losses, is reporting a measurable uptick in negative sentiment, especially in Northern Europe. Streaming platforms like Netflix, Amazon Prime Video, and Disney+ are also being targeted, with growing reports of subscription cancellations across the continent.
Grassroots efforts have intensified. European consumers are using apps like BrandSnap to scan barcodes and avoid American-made goods. Online communities numbering in the tens of thousands are crowdsourcing lists of products to avoid—from razor blades to soda to social media platforms. In France, the “Boycott USA!” movement now encourages people to reject travel to the United States altogether.
Some companies are weathering the storm better than others, but for those whose brand identity is deeply tied to Americana, the challenge is especially acute. Harley-Davidson, Jack Daniel’s, and Levi’s—once symbols of aspirational American lifestyle—are now being quietly swapped out for local or non-U.S. brands across Europe.
This consumer shift may also reshape supply chains and marketing strategies. U.S. companies that rely heavily on European markets may need to de-Americanize their branding or localize production to maintain competitiveness. Meanwhile, investors are increasingly watching foreign sentiment as a new risk variable, particularly in light of ongoing geopolitical instability.
Even if diplomatic relations stabilize, the ECB warns that the psychological imprint of the trade conflict may linger. When preference replaces protest, brand recovery becomes less about tariffs and more about trust.