Europe reports consumer boycott of U.S. brands amid tariff backlash

The European Union is preparing proposed countermeasures targeting up to 95 billion euros of U.S. imports in response to American tariffs on EU car exports and other goods, while keeping diplomatic efforts open to resolve disputes. President Trump's tariffs, including a 10% blanket tariff on all imports and 145% tariffs on Chinese goods, have led many retailers and consumer brands to shift focus from the U.S. to Europe and other markets, seeking to avoid price hikes and declining American consumer demand. European companies like Zalando and Hugo Boss are expanding in Europe, while firms such as Mattel are adjusting production and shipping strategies to mitigate the effects of tariffs on their U.S. business. Meanwhile, European consumers are increasingly avoiding U.S. products as part of a growing backlash against American goods, influenced by the trade war and political tensions, according to research by the European Central Bank. This consumer shift has manifested in grassroots boycotts and symbolic protests against American brands, signaling a potential long-term decline in European demand for U.S. products. Both sides have experienced escalated tariffs and retaliations, heightening economic uncertainty and prompting the EU to consider WTO complaints if diplomatic efforts fail.