Major U.S. brands have refocused their marketing efforts abroad, choosing to emphasize their local production and employees to distance themselves from America and President Donald Trump’s policies, the Wall Street Journal reported on Saturday.
According to a Pew Research Survey published in June, roughly 59% of French, 66% of Germans and 79% of Swedes view the U.S. unfavorably. U.S. companies have had to battle the negative perception by highlighting the local economic benefits as geopolitical tensions continue to play a major role in consumer attitudes.
“Trump’s attitude toward his European partners has caused deep insecurity in Europe,” Franz-Rudolf Esch, founder of the ESCH brand-strategy consulting company, told the outlet. “That’s definitely impacted how consumers feel. Whether it’s having an impact on their purchasing behavior is another story.”
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