Global Politics
Anti-Americanism & Brands Amid the Trump Tariffs
Report summary
Amid a renewed U.S.-led trade war, Morning Consult’s Anti-Americanism & Brands Report provides timely insight into trends in anti-American sentiment across 42 global consumer markets to help American brands serving overseas consumers identify and mitigate tariff-related risks to their brands’ health, alongside assessments of global economic and domestic political considerations.
Key issues covered include:
- The state of anti-Americanism globally and regionally, alongside country-specific breakouts among Canadian, Chinese and Mexican consumers
- An assessment of global brand and industry exposure to rising anti-Americanism, with spotlights on Canada and Mexico
- Trends in global consumer confidence, and related implications for U.S. and global consumer spending as the Trump tariffs roll out
- The current state of tariff sentiment among U.S. consumers and voters, alongside an assessment of voters' support for greater congressional oversight of tariff policy
Data Downloads
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Methodology
Data featured in this report derives from Morning Consult Intelligence daily and weekly surveys fielded across 43 global markets from January 2024 to March 2025, alongside data from stand-alone surveys fielded among representative samples of U.S voters and adults. Comparative analysis spanning January-March 2025 bookends the promulgation of executive orders announcing U.S. tariffs on Canada, China and Mexico. Only brands tracked by Morning Consult Intelligence in the United States and concurrently in either Canada, China, or Mexico are featured in the brand rankings included in this report.
All data featured in this report was collected through Morning Consult’s proprietary survey research capabilities. All interviews are conducted online. Data is weighted to approximate representative samples of adults in each country. Weighting parameters and target populations vary by country.
Consult our Global Political Intelligence Methodology Primer for additional details on sampling and data collection procedures, weighting and representativeness, margins of error, and question wording. Longer-term historical data is available for select countries for commercial use. Contacts us with inquiries.
About the authors
Jason I. McMann leads geopolitical risk analysis at Morning Consult. He leverages the company’s high-frequency survey data to advise clients on how to integrate geopolitical risk into their decision-making. Jason previously served as head of analytics at GeoQuant (now part of Fitch Solutions). He holds a Ph.D. from Princeton University’s Politics Department. Follow him on Twitter @jimcmann. Interested in connecting with Jason to discuss his analysis or for a media engagement or speaking opportunity? Email [email protected].
Sonnet Frisbie is the deputy head of political intelligence and leads Morning Consult’s geopolitical risk offering for Europe, the Middle East and Africa. Prior to joining Morning Consult, Sonnet spent over a decade at the U.S. State Department specializing in issues at the intersection of economics, commerce and political risk in Iraq, Central Europe and sub-Saharan Africa. She holds an MPP from the University of Chicago.
Follow her on Twitter @sonnetfrisbie. Interested in connecting with Sonnet to discuss her analysis or for a media engagement or speaking opportunity? Email [email protected].
Cameron Easley is Morning Consult’s head of U.S. Political Analysis. He has led Morning Consult's coverage of U.S. politics and elections since 2016, and his work has appeared in The New York Times, The Wall Street Journal, The Washington Post, Politico, Axios, FiveThirtyEight and on Fox News, CNN and MSNBC. Cameron joined Morning Consult from Roll Call, where he was managing editor. He graduated from the University of North Carolina at Chapel Hill. Follow him on Twitter @cameron_easley. Interested in connecting with Cameron to discuss his analysis or for a media engagement or speaking opportunity? Email [email protected].
Deni Koenhemsi leads Economic Analysis at Morning Consult. Previously, she was a senior associate at S&P Global, where she managed a team of economists, forecasted commodity prices and advised Fortune 500 companies on their procurement and planning decisions. She received a bachelor’s degree in international relations from the University of Richmond and a master’s degree in international economics from American University. For speaking opportunities and booking requests, please email [email protected]
