^{Protesters in front of the U.S. Embassy in Copenhagen, Denmark, on Sunday.Kristian Tuxen Ladegaard Berg / SOPA / LightRocket via Getty Images}

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🇩🇰 Rising Consumer Backlash in Denmark

Danish consumers are increasingly rejecting American products in response to President Donald Trump's controversial remarks about acquiring Greenland and the imposition of new U.S. tariffs on European goods. This consumer-led protest reflects a broader dissatisfaction with U.S. policies perceived as undermining Danish sovereignty and economic interests.​

A YouGov poll conducted in January 2025 revealed that 46% of Danes consider the U.S. a significant threat to their country, surpassing concerns about North Korea and Iran. Additionally, 78% of respondents opposed the idea of Greenland becoming part of the United States .​

Supermarkets Respond to Consumer Demand

In response to growing consumer sentiment, Denmark's largest retail group, Salling Group, introduced a star-shaped label to identify European-made products across its 1,700 stores, including Føtex, Bilka, and Netto. This initiative aims to assist shoppers in making informed choices aligned with their political and ethical views .​

Salling Group CEO Anders Hagh emphasized that the labeling is not an official boycott but a response to customer inquiries seeking clearer information about product origins. "Our stores will continue to offer a diverse range of products, and it is up to customers to choose," he stated .​

Impact on American Brands

The boycott has led to a noticeable decline in sales of prominent American brands in Denmark and other parts of Europe. Tesla, for instance, has experienced a significant drop in sales, with some dealerships in Germany, Italy, and Sweden reporting vandalism incidents linked to anti-American sentiments .​

Other U.S. companies, such as Coca-Cola, McDonald's, and Starbucks, have also faced consumer pushback, with shoppers opting for European alternatives. Social media campaigns using hashtags like #BoycottUSA have gained traction, further amplifying the movement .​

Decline in U.S. Travel Bookings

The protest extends beyond consumer goods, affecting travel patterns as well. Air Canada reported a 10% decrease in bookings for flights to U.S. cities for the April-to-September period compared to the previous year. Similarly, European travelers are reconsidering trips to the U.S., citing unfavorable policies and a desire to avoid supporting the American economy .​

Broader European Response

The Danish-led boycott has inspired similar movements across Europe. In France, for example, a Facebook group titled "Boycott USA, Buy French and European!" quickly amassed over 20,000 members. Members share tips on avoiding American products and promote local alternatives, reflecting a growing sense of European solidarity in response to U.S. policies .​

Looking Ahead

As tensions between the U.S. and its European allies persist, consumer behavior in Denmark and beyond illustrates the profound impact of geopolitical disputes on everyday choices. The boycott movement underscores a collective assertion of national identity and economic autonomy, signaling potential long-term shifts in international trade dynamics.

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