American brands, long seen as some of the country’s strongest exports, are facing new skepticism abroad, according to fresh research from Ipsos. The Brand America 2025 report reveals that in markets including India, Brazil, and Canada, consumers are less likely to trust or buy products they perceive as distinctly “American” compared to those viewed as international or local.
The study, conducted in the U.S. and nine other countries, shows that brands identified as American suffer an average 20-point drop in both purchase intention and trust among international shoppers.