US brands under pressure?

Key insights during lunch break

10 March 2026 at 12:30 p.m. (online)

Referentin
Dr. Katharina Gangl, Direktorin Studien, Nürnberg Institut für Marktentscheidungen e.V. (NIM)

Topic
The transatlantic trade structure has been marked by considerable tension, particularly since Donald Trump took office. The incumbent US president has not only imposed new tariffs on European goods, but is also causing political uncertainty with threats to terminate the Atlantic security alliance.
The hinted annexation of Greenland led to the first boycotts of US products in Denmark.

Against this backdrop, a recent NIMpulse study examines whether and how consumers in Germany are reacting to this situation.
The focus is on the extent to which political differences influence the perception of US brands and whether they lead to conscious consumer restraint or even boycott efforts.

At this NIM Insights Lunch, Dr Katharina Gangl presented key findings from the representative survey, which examines questions such as:
➡️ Whether and to what extent US products are deliberately avoided
➡️ Which types of US brands are more easily replaced by European alternatives
➡️ What measures are desired to align purchasing decisions more closely with political convictions?

The recording is available exclusively to our members in the NIM member area.
The study and presentation can be found here.

_{*Please note: 
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