The Scoop: Surviving Europe’s boycott means showing up locally

European consumers are boycotting American products in response to President Donald Trump’s aggressive trade policies and rhetoric, according to a recent analysis by the European Central Bank.

The bank found that tariffs and political tensions have triggered what may be a lasting shift in consumer sentiment, the New York Times reported.

“Consumers are very willing to actively move away from U.S. products and services,” the bank wrote, noting a growing “preference” to avoid American brands altogether – even among those who can afford them.

Grassroots boycotts have evolved into more organized efforts, the Times reported. It noted that in Germany and Italy, for instance, developers have launched apps like BrandSnap that help shoppers avoid goods from the United States. The article also noted that French and Danish Facebook groups have started sharing boycott tips and recommendations for European alternatives.

Brands are already feeling the heat. McDonald’s CEO Chris Kempczinski acknowledged an “eight- to a 10-point increase in anti-American sentiment,” per the Times, and Tesla sales in Sweden plunged 81% in April.

A continuation of these trade wars trends could push more buyers away from U.S. products – signaling what the European Central Bank called “a possible long-term structural shift in consumer preferences.”

Why it matters: The shift away from American brands in Europe is starting to affect the bottom line.

To combat that, American companies need prove their European presence is more than just about their headquarters or tax status.

American brands need to show they have genuine, authentic ties to the local market – partnerships with local businesses, highlighting franchise owners and employees, or philanthropic commitments or charity efforts. Simply putting products on the shelves isn’t enough anymore. Companies must show they’re really part of the community, not just profiting off of it.

That said, brands need to be careful not to overstate these connections. Trying too hard to seem “local” can come off as inauthentic and may backfire. We’ve seen this with “maple-washing” in Canada.

For U.S. brands, the challenge is finding the right balance between genuine local engagement and not coming off as opportunistic. That starts with staying in tune with what people actually care about. Keep an eye on social media, run surveys or tap into local influencers to get real-time feedback. Then use those insights to tweak your messaging – whether that means pulling back on certain themes or doubling down on what’s connecting.

Editor’s Top Reads

• The New York Times Company added 250,000 digital-only subscribers last quarter, bringing its total to 11.66 million, including 600,000 print subscribers. Overall, digital subscription revenue rose more than 14%, per the Times. The report noted that nearly half of all subscribers now pay for more than one product – a reflection of the Times’ evolving identity as a bundle of lifestyle content, from Cooking and Games to Wirecutter and The Athletic. For PR pros, it’s a cue to think beyond the front page. A hit in Wirecutter or The Athletic might be just as beneficial – or even more so – than one in the core news section, depending on the audience. It’s not just about landing in a top-tier outlet, but about meeting your audience where they actually spend their time. As consumption habits shift, understanding why people subscribe, not just where they read, is essential to building smarter, more relevant media strategies.
• Marvel Studios is stirring buzz for “Thunderbolts*” with a bold move: spoiling its own movie while it’s still in theaters. One week after release, a massive Los Angeles billboard swapped the film’s title for “The New Avengers,” revealing what the cryptic asterisk in early promos was hinting at. The cast even helped unveil the switch in a video shared by Marvel. The reveal ties into a classic post-credits twist – and fans have come to expect nothing less from the MCU. “It felt like if Val is trying to pull a switcheroo and sell the New Avengers to the world, we could do that too,” director Jake Schreier told Variety. The goal? Drive online chatter. The asterisk was meant to spark speculation, and now, Marvel’s capitalizing on it to build long-term hype around “Avengers: Doomsday.” Sure, there’s been some backlash from fans who haven’t seen the film yet. But after a string of box office disappointments, Marvel seems ready to trade a little short-term surprise for sustained conversation. In a crowded superhero market, sometimes the best marketing is a spoiler with a wink.
• At a recent hearing in Washington, D.C., Google’s head of search, Elizabeth Reid, pushed back on the Justice Department’s proposal to force the company to share its search data with competitors. She said the move would “deeply undermine user trust” by putting sensitive queries in the hands of less secure rivals, according to The Verge. “Once it’s turned over to a qualified competitor, there’s no further protections we can give,” she said. Reid warned that smaller companies could become prime targets for hackers with access to a “huge treasure trove of data.” This wasn’t a board meeting – it was public testimony, so the argument needed a foundation in the public interest – data, privacy and the tools the public use every day. Reid described the proposal as a threat to users, saying it would slow innovation and compromise security. She noted that more than 20% of the search engineering team could shift to compliance work, delaying product updates people rely on. Speak to your audience, not just your investors.

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.