The Trump administration’s aggressive tariff policies have triggered a global pushback, with consumers and businesses in multiple countries launching boycott campaigns against American products. As trade tensions escalate, opposition to U.S. goods is becoming a growing movement across Europe and Canada.
Rising Boycott Movements
Scandinavian nations and Canada are leading the charge in rejecting U.S. imports due to President Donald Trump’s broad tariff measures. Social media platforms, particularly Facebook, have become hubs for organizing these campaigns. A Swedish group called “Bojkotta varor fran USA” (“Boycott goods from the U.S.”) has garnered nearly 80,000 members, aiming to use economic pressure to influence U.S. policy. Similar groups have emerged in Canada and France, including “BOYCOTT USA: Achetez Francais et Europeen!” which has attracted over 20,000 members.
Impact on American Brands
While the long-term economic impact remains unclear, some U.S. companies are already feeling the effects. Tesla, a brand closely tied to the Trump administration through CEO Elon Musk—who holds a key advisory role—has seen a sharp decline in European sales. According to the European Automobile Manufacturers’ Association (ACEA), Tesla’s European sales dropped 45% in January compared to the same period in 2024, continuing a year-long downward trend.
Canadian Response: Buy Local Campaigns
In Canada, frustration over Trump’s imposition of 25% tariffs has intensified, particularly as the U.S. president has repeatedly referred to Prime Minister Justin Trudeau as “Governor Trudeau,” undermining Canada’s sovereignty. This has fueled a surge in nationalist sentiment, boosting the popularity of “Buy Canadian” initiatives.
Consumer-driven efforts, such as the website “Made in CA,” have seen significant traffic increases as Canadians seek local alternatives to American goods. Mobile apps like “Buy Beaver” and “Maple Scan” have also been developed to help shoppers identify U.S. products and choose Canadian alternatives instead.
Businesses and governments are joining the movement. The Liquor Control Board of Ontario announced it would stop stocking American-made alcoholic beverages such as bourbon and wines. In New Brunswick, officials are considering similar measures. Ontario Governor Doug Ford has taken a firm stance, canceling a CA$100 million contract with Starlink, Musk’s satellite company, stating, “Ontario won’t do business with those who threaten our economy.”
Europe’s Growing Discontent
Across Europe, businesses are also reacting. Denmark’s largest retailer, Salling Group, has introduced labels highlighting European brands to encourage consumers to prioritize local products. CEO Anders Hagh explained that while U.S. goods are still available, the new system offers “an extra service for customers who prefer European alternatives.”
Norwegian oil supplier Haltbakk has gone even further, announcing that it will no longer provide fuel to U.S. naval ships. This decision underscores the growing resistance among European companies to engage with American businesses in light of the tariff disputes.
Global Business Leaders Warn of Fallout
Beyond Europe and Canada, business leaders worldwide are bracing for the economic repercussions of U.S. tariffs. Takeshi Niinami, CEO of Suntory Holdings—the parent company of American whiskey brand Jim Beam—warned that U.S. products may become less desirable internationally due to both tariffs and growing anti-American sentiment.
“We factored into our 2025 strategy that American products, including American whiskey, may face declining demand in global markets,” Niinami told the Financial Times.
What’s Next?
With boycott campaigns gaining traction, the months ahead will reveal how much these consumer-led efforts impact U.S. exports. The European Consumer Organisation (BEUC) has yet to take an official stance on boycotts, instead focusing on analyzing the impact of tariffs on consumers. In a statement to DW, BEUC emphasized its commitment to working with U.S. consumer groups to ensure transatlantic trade policies serve the best interests of the public.
As the trade conflict continues, both American businesses and policymakers will need to consider how global opposition to tariffs could reshape economic relationships in the long run.
