Rising anti-American sentiment is reshaping global views of U.S. brands. International scrutiny of American companies has sharply risen amid the Trump admistration’s tariff announcements, annexation claims, and controversial statements on geopolitical conflicts. Gravity Research’s latest report identifies where companies are seeing the greatest pressure and how brands can protect their international reputations.
Key Takeaways
Anti-American backlash is growing
Since Trump took office, international criticism of U.S. companies has jumped 46% compared to 2024 weekly averages. Contentious U.S. foreign policy actions consistently led to spikes in conversation volume, most commonly in the form of calls to boycott American goods.
Boycott risks in Canada and EU
American companies face the greatest immediate pressure in Canada and Europe, where boycotts and protests of U.S. brands are intensifying. However, consumer backlash also has potential to make an impact in China, Mexico, and the Middle East.
Consumer, “American” brands under scrutiny
Most international boycotts focus on household-name, consumer brands with “traditional American” brand identities. However, companies with close ties to the Trump administration also risk affiliated backlash.
Looking Ahead
The Trump administration’s “America First” economic agenda, tariff back-and-forth, and foreign policy repositioning suggests that anti-American sentiment is likely to persist.
- Retaliatory tariffs or global leaders’ pushback to the Trump administration’s actions could amplify U.S. corporate boycotts and backlash in international markets.
- Conflict negotiations on the Russia-Ukraine war or the Israel-Hamas conflict could prompt upticks in global consumer scrutiny.
Gravity Research provides real-time insights to help international business leaders anticipate risk and respond with confidence. Download the full report to learn how to prepare.
