US President Donald Trump’s sweeping tariffs—initially targeting Canada, Mexico, and China before expanding to all steel and aluminum imports—are triggering an international consumer backlash. Across Europe and Canada, boycott campaigns against US products are gaining momentum, with businesses and consumers rejecting American goods in response to what they see as unfair trade policies and Trump’s increasingly combative rhetoric toward allies.
The movement is being fuelled by a mix of economic retaliation, nationalist sentiment, and frustration with Trump’s foreign policy. The impact is already being felt in industries ranging from liquor and tourism to automobiles and technology.
The big picture
According to an Axios report, searches for “Boycott USA” have skyrocketed globally, particularly in Luxembourg, Denmark, Sweden, France, and Canada, per Google Trends data. Facebook groups dedicated to boycotting US-made products have amassed tens of thousands of members, with calls for consumers to buy local or European alternatives instead.
In Canada, Trump’s tariffs on steel, aluminum, and other goods have been met with a surge of patriotic consumer activism. Many Canadian businesses are urging shoppers to prioritize homegrown products, while provincial governments have taken steps to remove US-made goods from official contracts and retail shelves.
In Europe, frustration over Trump’s trade policies has combined with his broader foreign policy decisions, including his comments on Nato and his attempt to acquire Greenland, to fuel resentment toward American brands.
The boycott movement has extended beyond economic actions, with cultural figures and businesses alike distancing themselves from the US.
Zoom in: Country-by-country backlash
- Denmark: Trump’s suggestion that the US could “buy” Greenland sparked outrage in Denmark, where a Facebook group called “Boycott Goods from the US” has nearly 73,000 members. Many Danish consumers are actively looking for European alternatives to American products, a Guardian report said.
- Sweden: Sweden has seen one of the strongest pushes against US goods, with a Facebook group called “Bojkotta varor från USA” (Boycott Goods from the USA) now boasting over 80,000 members. The group describes itself as a movement to “protect democracy, self-determination, and security” and argues that shifting purchases away from US brands can pressure the Trump administration.
- France: The movement is also making waves in France, where “BOYCOTT USA: Buy French and European!” has over 20,000 members. The campaign urges French citizens to support European-made products instead of American imports, reflecting growing discontent with
Trump’s tariffs and broader policies. - Canada: As the US’s closest ally and largest trading partner, Canada has been a primary target of Trump’s tariffs. The backlash has been particularly severe:
- The Liquor Control Board of Ontario (LCBO) removed US-made spirits, including brands like Jack Daniel’s, from shelves. The CEO of Jack Daniel’s parent company called the decision “worse than a tariff.”
- Ontario Premier Doug Ford canceled a $100-million contract with
Elon Musk ’s Starlink as part of efforts to reduce reliance on US companies. - Several Canadian businesses are promoting “Buy Canadian” campaigns, while apps like Buy Beaver and Maple Scan help shoppers identify and avoid US products.
- The boycott is extending to tourism: Canadian road trips to the US dropped by 23% last month, and a sustained decline could result in a $4 billion loss to the US economy this year, per industry experts.
This chaos has to stop.
Doug Ford, Premier of Ontario
Between the lines: Tesla and Musk under pressure
The boycott may be impacting Tesla, one of the most recognizable US brands in Europe and Canada. Sales of Tesla vehicles in Europe plummeted 45% year-over-year in January, according to data from the European Automobile Manufacturers’ Association (ACEA).
Some analysts suggest this could be linked to CEO Elon Musk’s close relationship with Trump. As a senior adviser to the Trump administration and head of the newly formed Department of Government Efficiency (DOGE), Musk has been increasingly associated with the president’s policies. This connection could be hurting Tesla’s image among European and Canadian consumers.
Trump weighed in on Truth Social this week, dismissing the Tesla boycott as an illegal left-wing conspiracy:
“Radical Left Lunatics, as they often do, are trying to illegally and collusively boycott Tesla.”
The cultural boycott: Artists and businesses take a stand
- The backlash against US policies isn’t just economic—it’s cultural.
- In classical music, renowned German violinist Christian Tetzlaff publicly canceled his upcoming US tour, telling the New York Times that Trump’s authoritarian policies made it impossible for him to perform in good conscience.
- In Norway, the country’s largest fuel supplier, Haltbakk Bunkers, announced it would no longer supply fuel to US Navy ships. The company’s CEO cited Trump’s treatment of Ukrainian President Volodymyr Zelensky during a White House visit as a key reason.
- Even some American allies are re-evaluating their stance. A spokesperson for the European Consumer Organisation (BEUC) told DW that while they don’t yet have a formal position on boycotting US goods, they are closely watching how tariffs will impact European consumers.
Zoom out: US business leaders brace for impact
While it’s too early to quantify the full impact of the “Boycott USA” movement, some American business leaders are already voicing concern.
As per the DW article, Takeshi Niinami, CEO of Japanese drinks giant Suntory Holdings, which owns Jim Beam, warned that US brands would suffer internationally due to both tariffs and anti-Trump sentiment.
European retailers are making it easier for consumers to avoid American goods. Denmark’s Salling Group, one of the country’s largest retailers, is tagging European products with a black star so customers can identify them more easily.
What’s next
With Trump ramping up nationalist rhetoric ahead of the 2024 election, global resistance to US trade policies could deepen. Some analysts predict that if the boycott continues, American companies may need to rebrand or shift manufacturing to non-US locations to avoid consumer rejection.
Meanwhile, Canada and European nations are weighing further economic retaliation. Canadian officials have warned that if Trump escalates tariffs, they will respond with “dollar-for-dollar” countermeasures.
At the same time, US tourism officials are scrambling to counteract the drop in Canadian visitors. The US Travel Association (USTA) had forecast a 5% increase in Canadian visitors for 2025, but that now appears unlikely, according to industry experts.
What started as a trade dispute has escalated into a full-blown consumer rebellion against US products. The “Boycott USA” movement reflects growing frustration with Trump’s policies and has the potential to impact American brands, tourism, and even global diplomacy for years to come.
(With inputs from agencies)
