Recently, a campaign to boycott American goods has been gaining momentum in France. The hashtag #BoycottUSA is spreading on social media, and opinion polls show that more than 60% of French people support a boycott of US products, while almost a third are already deliberately avoiding buying American goods. Transnational giants such as McDonald’s, Coca-Cola and Tesla, which have long been considered symbols of American commercial expansion in Europe, have become the main targets of public discontent. From food and cars to technology and digital platforms, French social media users are calling for a boycott of everything associated with the US.
Similar sentiments are increasingly appearing in other European countries. In Sweden and Denmark, the boycott is taking on organized forms, with online groups creating lists of products to avoid and offering European-made alternatives. Danish activists insist that this is not only a protest against US policies, in particular Donald Trump, but also an attempt to protect the domestic market and support local producers. In Germany, despite the lack of a mass movement, after the introduction of tariffs by the US, some companies and consumers are also calling for a more cautious attitude towards American imports. In Spain and Italy, the initiatives are mostly symbolic in nature, but there, too, activists emphasize the need to rethink Europe’s economic dependence on the United States.
#BoycottUSA is unfolding as a broad European movement. But despite the information resonance, the question remains: will it really be able to change the economic relations between the US and the EU, or is it just an emotional surge that will not have long-term consequences?
The political basis of the protest
The main reasons for the boycott were the politics of Donald Trump, his protectionist trade measures and anti-European rhetoric. France, as one of the largest trading partners of the US in Europe, perceives these steps as an economic threat. Tariffs on European goods were particularly painful, forcing French manufacturers to look for new sales markets.
In addition, Trump’s criticism of the European Union and his support for right-wing populist movements in EU countries are repulsive to many French people. The boycott became a symbolic way to express disagreement with the policy of the former US president.
Social networks vs. reality
Despite the active discussion of the boycott on social networks, its real impact on American brands in France has so far been insignificant. As journalists note, McDonald’s and KFC restaurants continue to receive customers on the streets of Paris, and French youth are not ready to give up their favorite brands for political reasons. The main factor preventing a large-scale boycott is the economic factor. Many French people, especially young people, cannot afford to buy more expensive alternatives, so they continue to consume affordable American goods. In addition, companies such as McDonald’s have adapted their strategies to the local market by offering French products, which partially erases their American image.
Boycott in other European countries
France is not the only European country where the boycott of American goods is gaining momentum. Similar initiatives are emerging in Sweden, Denmark and other European countries. In Sweden, there is an active public group that calls for the rejection of American goods as a sign of protest against US policy. On the pages of Swedish social networks, information is spread about alternative European brands, as well as about the negative consequences of American economic influence.
Although there is no mass boycott in Germany, after the introduction of customs restrictions by the US, many German companies have called on citizens to be more selective in buying imported goods.
In Spain and Italy, the boycott is mostly symbolic, but some activists are actively spreading information on social networks about the harm of American business to the European economy.
In Denmark, a movement called “Boycott the USA” was created, which calls on citizens to refuse American goods and services. Danish activists argue their position not only by the politics of Washington, but also by the desire to support local producers. As reported by the publication “Argument”, in both Denmark and Sweden there is a group “Boikott varer fra USA” on social networks, where lists of goods and services to be boycotted are actively discussed and European alternatives are proposed.
Danish group for today calculates 92 thousand users on Facebook.
What are Danish users writing in support of the boycott?
“The purpose of the boycott is to inflict an economic blow on the USA, because this is the only language that the current American leadership understands. To achieve a tangible effect, it is necessary to abandon everything American, and not just selectively boycott certain brands. If exceptions are made, the overall influence will be diluted, and Trump, a man who sees the country as a business that can turn a profit or a loss, will not feel any real pressure. Only significant economic losses can make him pay attention“.
“I understand your position and realize that being at the epicenter of this conflict is not easy. However, this is a people’s movement based on our emotions and fears. We are afraid, and the only thing we can do is turn our backs on the United States. Our politicians are playing their game, and we, the consumers, are voting with our wallets — and we’re doing it in a big way.
This is not just an emotional gesture, but a real step with far-reaching consequences. Even if DT & Co. suddenly expressed remorse, apologized many times and asked us to return to their products, we would continue the boycott. In the process of this protest, we also realized that the quality of many American products is quite low (and even harmful to our health), and the influence of American technology companies on our digital lives is excessive“.
“The goal of the boycott is to weaken the US economy as much as possible. This means refusing to travel to America, boycotting American cars, reducing the use of American technology, as well as symbolic actions such as avoiding Coca-Cola, McDonald’s and other everyday products. There is hope that economic hardship will force Americans to take to the streets to pressure Republican politicians to change course. It is important that the movement gains scale, because the number of participants is important for it. If universities are facing restrictions from the regime, it may be worth considering whether they are in the right place”.
Will the boycott have a lasting effect?
Despite the wave of discontent, experts doubt that #BoycottUSA will significantly affect economic relations between European countries and the United States. American companies have deep roots in the European market, and consumer habits change slowly. At the same time, the very fact of the popularization of the boycott testifies to the historical cooling of relations between the USA and Europe.
If US policy remains protectionist and conflicts with Europe escalate, the European market may gradually reduce its dependence on American brands. In this context, the boycott is rather symbolic, but it demonstrates a trend towards changing consumer attitudes in Europe.
So, #BoycottUSA is not only about buying habits, but also about the political signal that European countries are sending to Washington. The only question is whether this signal will be heard in the White House.
Did Musk mess up?
As noted by the French edition Capital, for now, at least one company is already definitely feeling the consequences of Trump’s economic offensive on Europe. This is Tesla, whose electric car sales have plummeted. However, this crisis has more to do with Elon Musk’s ambiguous behavior than with Donald Trump’s announcements about tariffs.
Musk repeatedly made high-profile statements that caused a negative reaction in European society. In particular, he openly sympathizes with right-wing movements, supports the policies of Trump and the Republicans, which does not resonate in most European countries where liberal values prevail. Musk allowed himself contradictory statements about the war in Ukraine. Several times he expressed ideas that were perceived as beneficial for Russia, which caused outrage in the EU countries that support Ukraine.
The position regarding the Palestinian-Israeli conflict also drew criticism. Musk’s comments on social media sparked accusations of anti-Semitism, leading many major companies to stop advertising on the X (formerly Twitter) platform.
In addition to reputational risks, Tesla also faces a decline in demand for electric vehicles. The overall electric car market in Europe has slowed down as buyers expect better deals or opt for local brands (Volkswagen, BMW, Renault). Increased competition is also noticeable. Chinese manufacturers such as BYD and Nio offer cheaper alternatives. In addition, the question raises the quality of products. Tesla has a reputation as a brand with frequent quality and service issues, which alienates European consumers.
In France, Germany and some Scandinavian countries, Tesla has become one of the targets of the #BoycottUSA movement. This is manifested in the refusal of customers to buy electric cars of the brand and the transition to European analogues.
Will this affect the company in the long run? The decline in Tesla’s sales in Europe may be temporary, but reputational risks and increased competition could seriously damage the company’s market position. If Musk does not change his approach to public statements and adapts Tesla’s marketing strategy to European values, the company may lose significant market share in the EU.
