• by Tanya Gazdik , 4 hours ago

Anti-American sentiment is hurting sales prospects abroad, according to a study from the American Marketing Association.

American brands can mitigate the damage by listening and responding to foreign customers’ concerns. That’s according to "Building Bridges: Global Marketing in An Era of Anti-Americanism.”

The results will be presented in an AMA-NY webinar at noon EST on Tuesday.

The research, conducted for AMA-NY by Charney Research and Toluna, included a poll of American global marketers as well as focus groups and extensive social media listening to consumers in leading U.S. export markets. 

Anti-Americanism on social media surged five- to 10-fold in Canada, Mexico, and France in 2025 as consumers in those countries reacted to the tariffs, policies and rhetoric of the new U.S. administration.  

Members of the focus groups angrily called America a “former friend” and an “abusive neighbor.”   

As a result, many U.S. firms report being hit by anti-American boycotts.

Marketers cited notable drops in brand equity, sales volumes, and prices due to the rise in hostility to America. 

The damage has only begun: 63% expect it will still harm foreign sales in three years. The share who say it will be very harmful then rises to 17%, up 5 points from those who say it is very harmful now, according to the study.

The report notes that labels and apps to identify U.S. products have emerged due to consumer demand, while hostility to America is feeding a growing thicket of restrictions on their sale and use. 

“Anti-Americanism in foreign markets is not a blip -- it’s the new normal,” said Craig Charney, who directed the research, in a release. “Iconic American exporters who don’t pay attention to what their customers are thinking will pay in losses at the bottom line.”  

Ironically, the social media research showed hostility primarily targets “hallmark” brands that symbolize American identity, tech, or lifestyle, rather than functional brands with greater exports. 

So the brands consumers love most -- like Amazon, Apple, and Starbucks -- are the most frequent boycott targets because they are also the U.S. brands consumers know best globally. 

Foreign customers in the focus groups said they feel ignored, citing high pricing, “product discrimination,” and a lack of cultural commitment, business partnership, or social engagement by U.S. firms. 

The groups identified “respectful partnership” -- messaging emphasizing listening and community contributions as well as products -- as the most persuasive communication strategy to combat anti-Americanism, if followed by action.  

“The play involves bringing back humanity to the relationship and talking about something other than U.S. policy,” says Jessie Higgins of Toluna, who oversaw the focus groups. “Despite current political frustration and confusion, they still like U.S. brands.” 

Focus groups and social commenters rated environmental sustainability as the their top social priority for U.S. firms. Supporting local community organizations, diversity, equity, and inclusion, and fair labor practices came next.

The research highlighted a major awareness gap on corporate involvement in these issues.  While 99% of U.S. firms selling overseas also support social causes abroad, primarily those the focus groups emphasized, these efforts are virtually unknown to foreign consumers. 

The study’s key recommendations include tactics to rebuild trust such as replacing overt U.S. symbols (flags, eagles) in ads with universal values (family, community), product and marketing localization, and publicizing social initiatives. 

The research, which ran from July through October 2025, began with social media listening on 93,185 conversations regarding anti-Americanism and U.S. companies.  

It looked at X (Twitter), Facebook, Instagram, Reddit, and other online forums from August 2024 through July 2025 in Canada, France and Mexico. 

The study also included four online consumer focus groups, one each in Canada, France, Mexico and China, and an online poll of 125 global marketing decision-makers at U.S. firms. Poll respondents were verified sector members drawn from Toluna’s opt-in panel.