Cool Factor Fades: Why European Consumers Are Turning Away From American Brands

February 16, 2026 Priya Shah – Business Editor Business

A Levi Strauss & Co. Logo is displayed outside a Levi’s store in Paris, France, on November 10, 2023. Reuters/Yonhap

PARIS – A growing aversion to American brands is taking hold across Europe, fueled by increasing political tensions and a shifting perception of “cool,” according to a recent editorial in the Financial Times. Once symbols of freedom and trendsetting style, U.S. Brands are now facing a decline in popularity as European consumers express dissatisfaction with American foreign policy and a perceived erosion of the country’s global image.

The Financial Times reported that the shift in consumer sentiment is becoming increasingly pronounced. A German survey conducted last year found that approximately two-thirds of respondents stated they actively sought to avoid American brands. Similar sentiments were echoed in Italy, where around 70% of consumers expressed a willingness to completely cease purchasing American products, and in Switzerland and Austria, with a figure of approximately 69%. A more recent survey conducted earlier this year revealed that about 83% of Swedish consumers already refrain from buying American brands.

The trend appears to be linked to a more assertive and often critical stance taken by the U.S. Government towards Europe in recent years. The administration of former President Donald Trump frequently levied threats of high tariffs and openly pursued controversial policies, such as a reported interest in acquiring Greenland. These actions have generated resentment among European consumers, contributing to a decline in brand loyalty.

Levi Strauss & Co. Acknowledged the impact of this sentiment in a statement last September, noting that “tariffs and U.S. Government policies are contributing to growing anti-American sentiment.” The company’s observations align with broader concerns about the potential long-term consequences for American businesses operating in Europe.

Even as the Financial Times suggests that American companies have not yet experienced a “fatal blow,” it warns that the issue could escalate over time. The publication cited a comment from McDonald’s CEO Chris Kempczinski, who observed that the “aura around America is not what it used to be,” adding that a damaged reputation is difficult to repair.

Concerns extend beyond consumer perception to the broader investment climate. The Financial Times highlighted the case of Korean workers detained in a Georgia factory last year, noting that such incidents raise questions about the predictability of the U.S. Government for global companies. “Global companies care about predictability, even if they don’t care about cool,” the publication stated, suggesting that the incident may have prompted companies considering U.S. Investments to proceed with caution.

Levi Strauss & Co. Has seen a significant increase in direct-to-consumer (DTC) sales in Europe, with 55% of its European revenue now generated through its online store and physical locations, a 10 percentage point increase since 2019. This shift suggests a strategy to bypass traditional retail channels and directly engage with consumers who may be wary of American brands sold through other outlets. The company achieved its highest profits in 25 years, according to a report from March 2023.