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.
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.
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.