In late July 2025, the European Union and the United States signed a new trade agreement. This was done with the help of President Donald Trump from the U. S. and Ursula von der Leyen from the European Commission. US. officials called this agreement a major success. But right away, EU leaders and people from civil society strongly disagreed. This led to big protests and organized boycotts of American products in Europe
A controversial trade deal
On July 29 or 30, the US. got a 15 percent tax on about 70 percent of goods that Europe sends to the US. These goods included cars, medicines, wine, and others. In return, the EU was supposed to buy more American energy, defense products, and private investments worth hundreds of billions of dollars
European critics called this agreement unfair
Leaders from France, Hungary, and other countries said it was a bad day for Europe’s independence They claimed it showed that the US. was using economic pressure to control Europe
The Financial Times called this a deal of giving in, which made Europe less strong and worried about its ability to set its own rules
Political anger and public outrage
People across Europe became very upset
The deal happened while there was already a lot of tension because of Trump’s threats to take over places like Greenland, and his plans for more tariffs and interference in European politics. In France and Denmark, frustration with the U. S. turned into online activism
In France, a Facebook group started by a farmer in March grew into a movement called “Boycott USA: Buy French and European!
” with over 15,000 members. The group criticized U. S. behavior and encouraged people to choose European products to support their own economy
In Denmark, a similar movement called “Boykot varer fra USA” grew to over 90,000 members
Some joined because they were angry about Trump’s comments on Greenland and trade barriers
A change in how people spend money
Besides protests, many Europeans started buying less American products
A survey by the European Central Bank in March 2025 found that more than two-thirds of people in countries like Germany, France, Italy, Switzerland, and Austria would prefer European goods over American ones if tariffs went up. This was especially true for older people
Similar surveys found that 64 percent of French people might avoid buying American goods in areas like food, cars, and fast food
In some categories, this number reached up to 70 percent
The ECB said even a small 5 percent tax on American goods could make a big difference in how people buy things
This change wasn’t just about price but also about what people prefer and how they see things
Local labels and digital tools are helping people support the boycott. In response to rising demand, some supermarkets started using labels that show if a product is European or not. In Denmark, the Salling Group added star tags to price labels to help shoppers find European or non-American brands. Stores in Germany and Poland also started doing the same
Digital tools and apps are becoming more popular
Systems like BrandSnap, BuyEuropean, Maple Scan, GoEuropean, and browser extensions let users scan barcodes to find European alternatives to American products
This backlash has affected several American companies in Europe:
Tesla sales in Europe dropped by about 45% early in 2025
In Germany alone, car registrations were cut in half compared to the previous year
Coca-Cola, McDonald’s, Jack Daniel’s, Heinz, Lay’s, and other famous American brands were often listed on boycott lists
Streaming services like Netflix, Disney+, Amazon Prime Video, and digital platforms like WhatsApp also faced criticism
Activists encouraged users to cancel their subscriptions and switch to European alternatives
The effects have been noticeable, even though the size and lasting impact of the boycott are still being discussed:
European tourism to the US. dropped sharply. Overall bookings fell by up to 17%, and Canadian bookings dropped by 70% early in 2025
Analysts say that business travelers, hospitality workers, local events, and service providers in US. cities are feeling the effects—even though overall U. S. trade hasn’t changed much
In Europe, some consumer goods sectors are also being affected, especially those that rely on American parts or are part of trade agreements with the U
S. This includes paper, wine, automotive parts, and pulp industries
European economists warn that while consumers are choosing European products, EU brands might increase prices due to less competition
This could hurt low-income consumers in the long run
Reactions from European governments have been mixed
French officials, including President Macron and the prime minister, strongly opposed the trade deal They said they would use the EU’s anti-coercion tool to punish American companies in Europe
Other countries like Germany, Italy, and Ireland warned about economic problems and job losses
They saw the deal as a necessary but unhappy compromise to avoid a bigger trade conflict. Still, they pointed out that there are no binding laws with the U. S. investment promises, so the future is unclear
Long-Term Outlook: A Change in How People See Themselves as Consumers?
Experts say the public reaction goes beyond just a quick protest.
The findings from the ECB, public opinion polls, and the growing actions of activists show a bigger change in how people spend money. This change is based on their sense of identity, trust, and political views—not just because they want to save money
This reminds us of past patterns seen in historical boycotts, like Europe’s “Pork War” in the 1800s.
But the 2025 boycott is different. It is more connected through the internet and involves people from many countries. This makes it a bigger deal for big American companies operating in Europe
It’s still unclear if this movement will keep growing
Studies show that many boycotts lose momentum over time. However, European retailers, small business groups, and app developers are still committed to what they call “geopolitical consumption. ” They use the marketplace as a way to express political views and put pressure on companies