For motorcycle lovers in Sweden, Harley-Davidson is the most popular brand along the way. Jack Daniel’s whiskey signals from the British pub bar. In France, Levi jeans have to do with Chic.
But in the tumult of the commercial war of President Trump with Europe, many European consumers are beginning to avoid US products and services in what seems to be a long -term decisive and potential change to buy the Central Bank.
In April, Trump imposed a 10 percent general rate on the United States business partners, and threatened “reciprocal tariffs” in many of them, including the European Union. Companies like Tesla and McDonald’s are seeing customers in Europe disagree with “Made in America”.
“The US trade tariffs recently taxes on European products are making European consumers think twice about what is in their shopping cart,” the European Central Bank wrote in a blog post on their research on consumer behavior. “Consumers are very willing to get away from US products and services.”
Europeans had already begun to try base boycots in American products, including Heinz Ketchup and Lay’s Papates, shortly after Trump taught a position. His threats to take care of Greenland, part of Denmark, energized the Danes to organize campaigns without a purchase on Facebook. The owners of Tesla in Sweden slapped bumper stickers “shame” in their cars to distance themselves from Elon Musk, the executive director of Tesla, who is one of Mr. Trump’s main advisors.
But the anguish of Europeans about the treatment of Mr. Trump of the former allies of the United States has moved to recover world trade with steep global tariffs, according to the Central Bank.
Trump rejected the particular objective of the European Union, which called us “very, very bad for us” for not buying more from the United States, and threatened the block with a “reciprocal” tariff of 20 percent last month. Such conversation baffled many Europeans and shook EU leaders, who retaliate with a 25 percent service in many US assets.
Both parties called a temporary truce after Trump abruptly reversed the course and delayed tariffs until summer. But the 10 percent baseline tariff is still in their place, and a transatlantic commercial war could easily be highlighted again.
And even if a commercial agreement is reached, the new caution of Europe of its lung time will not be easy. The study of the European Central Bank found that even if 5 percent taxes were imposed on US products sold in Europe, Europeans would incline to reject them.
The new, said the Central Bank, is a “preference” among European consumers “to get away from American products and brands completely,” regardless of the cost. That was the case even for homes that could endure the worst part of the high prices.
“Just although products and services could be more anticipated in the United States, they consciously choose alternatives,” said the bank. “This suggests that consumer reactions may not be only a temporary response to tariff incentra, but indicate a possible long -term structural change in the preferences of consumers of US products and brands.”
In Germany and Italy, developers have created applications that scan comes and clothing for people who wish to ensure that they do not buy Americans. The main application, Brandsnap, even suggests European alternatives.
In a Frenchman “Boicot USA!” Facebook Channel with 31,000 members, people boast of buying Adidas, a German brand, about Nike and New Balance, and publish stories about avoiding traveling to the United States.
In a Danish Facebook group with 95000 members, people try to help each other if products like Gillette Mach 3 Razor Blades or Schweppes Soda are from the United States. A Sweden career promotes alternatives to Airbnb and is asking for a European boycott of finish platforms for a week in May.
Europeans have also published online to say that they gave subscriptions to the US transmission giants, including Netflix, Disney+ and Amazon Prime Video.
Some consumers who have boycotted Amazon have connected online to regret that delivery of alternative electronic commerce platforms in their countries is slower or less reliable, but they say they are maintaining the course.
Millions of people still buy US goods and services worldwide, but US companies and investors are attentive to international markets to obtain signs of anti -American feeling related to Mr. Trump’s policies.
In Europe, Tesla’s sales continued a strong decrease in April, according to the data, including a 81 percent drop in Sweden of the previous year, as protests against the political opinions of Mr. Musk Héroe stable.
And McDonald’s said he was watching the growing negative attitudes abroad towards US brands, especially in northern Europe and Canada.
International consumers “are going to reduce their purchase of American brands, and we have seen an increase in anti -American feeling,” said the executive director of the Hamburger chain, Chris Kempczinski, in a call with analysts last week.
The McDonald’s brand does not seem to have yet been damaged store sales in Canada and Europe fell only 1 percent in the first quarter of the previous year. But there is an “increase of eight to 10 points in the anti -American feeling,” he said.
