Global U.S. Reputation Tracker
Morning Consult's U.S. Reputation Tracker measures views of America across 42 global markets, and provides sector-specific metrics of country of origin effects.
For U.S. companies, the tracker is intended to help identify consumer markets and supply chain host countries where American brands are most likely to face reputational risks arising from their country of origin, and manage their exposure accordingly. Conversely, companies can leverage the tracker to identify markets where their brands are most likely to see revenue and supply chain advantages arising from favorable views of America. For public sector entities, the tracker is intended to facilitate data-driven assessments of American soft power.
The latest reputation tracking is based on data collected through Oct. 23, 2024. The tracker updates quarterly.
Key Takeaways
America's global reputation is trending sideways heading further into Q4 2024, following a short-lived reputational boost in August just after incumbent President Joe Biden's withdrawal from the presidential contest. The subsequent plateau we observe across most reputational metrics suggests the ongoing closeness of the presidential race has precluded Harris' candidacy from generating further upward momentum in views of America overseas.
Views in Europe, where Harris' ascendancy to the top of the Democratic ticket drove a particularly pronounced rally in sentiment, have now begun to decline toward pre-presidential debate levels we observed in May to June 2024. See our Q3 2024 companion assessment for additional commentary.
Views of the United States in the MENA region remain substantially depressed amid the ongoing Israel-Hamas conflict. The opening of a new front in Lebanon and the death of Hamas leader Yahya Sinwar show preliminary signs of driving America's reputation even lower, reflected in a 2-point drop in net regional favorability from September into late October. U.S. multinationals doing business in the region should be attentive to renewed regional boycott and security risks given these dynamics.
Amid the October 2024 BRICS summit, which some have watched as a referendum on comparative favoritism toward the United States and China, sentiment among new member-countries and aspirants we track — Egypt, Malaysia, Thailand and the United Arab Emirates — tends to favor Washington on net. Malaysia is the exception. Pro-Beijing sentiment in that market (which has a large Muslim population) is potentially attributable to ongoing U.S. military support for Israel and could soften if a conflict ceasefire is achieved. See our Q3 2024 companion research note for additional details.
Data Downloads
Pro+ subscribers are able to download the datasets that underpin Morning Consult Pro's reports and analysis. Contact us to get access.
U.S. Reputation by Country
Morning Consult measures U.S. reputation as net favorability toward the United States, defined as the share of adults holding favorable views of America in each overseas market surveyed, minus the share holding unfavorable views. The chart below provides our latest U.S. favorability readings among adults in each of the indicated markets, sorted by net favorability.
Latest Readings
Global Average Reputation
Morning Consult has tracked America’s reputation in a core set of 11 markets across the Americas, Asia and Europe since August 2020 — including Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, Russia and the United Kingdom — and in a larger set of 42 markets since January 2022, excluding the United States. The charts below report global average U.S. reputation across both sets of markets, along with additional GDP-weighted and population-weighted metrics for each group.
Core Markets
All Markets
Regional Average Reputation
Morning Consult has tracked America’s reputation in a core set of 11 markets across the Americas, Asia and Europe since August 2020 — including Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, Russia and the United Kingdom — and in a larger set of 42 markets since January 2022. The charts below report regional average U.S. reputation across both sets of markets, covering all available markets in each region excluding the United States.
Core Markets
All Markets
Morning Consult assesses country of origin effects through the lens of “country affinity,” a proprietary metric which measures the strength of the correlation between views of the United States and views of a basket of American multinationals across 43 countries, with companies grouped by sector. Higher values connote stronger country affinity. U.S. companies doing business in sectors with high affinity face greater global exposure to risks and opportunities arising from views of America relative to companies doing business in sectors with lower affinity. The chart below reports our latest country affinity metrics by sector. Horizontal blue lines indicate industry averages. White circles indicate company-specific country affinity.
Reputational Exposure for U.S. Brands by Sector
Companion Research & Analysis
- Country Affinity White Paper: Our country affinity white paper leverages Morning Consult Brand and Political Intelligence data to establish the risks and opportunities that America’s reputation poses for U.S. multinationals doing business overseas, including a case study of the Russia-Ukraine war. Our companion playbook provides actionable guidance on how to leverage the data. See here for a research overview. Available for Morning Consult Pro subscribers only.
- Reputational Risks for U.S. Brands Amid the Israel-Hamas Conflict: Our companion research on the Israel-Hamas conflict lays out ongoing reputational risks to U.S. companies and brands in major Middle Eastern markets.
- Counter/Consensus Email Briefing: Morning Consult's Counter/Consensus newsletter is a biweekly, publicly available briefing that provides pithy, empirically-grounded forecasts derived from our political data assets, and frequently leverages the global favorability data featured in this tracker.
Companion Data & Chart Pack
- Trended Data: U.S. reputation data among adult respondents in all markets featured in this tracker is available for Morning Consult Pro+ subscribers via the “Data Downloads” section of this page. See “Commercial Data Access” below for additional details on access to demographic data beyond that presented in this tracker and companion data file.
- Chart Pack: A companion monthly chart pack showing trended net favorability of the United States for all markets featured in this tracker is available for Morning Consult Pro subscribers via the “Data Downloads” section of this page.
Commercial Data Access
All data featured in this tracker derives from Morning Consult Political Intelligence — our flagship commercial data product measuring political attitudes in 43 countries on a daily basis — and Morning Consult Brand Intelligence. Both products provide access to deep demographic data beyond that featured in this tracker, facilitating finer-grained analysis of reputational risks and opportunities for U.S. firms arising from country of origin effects. Contact us with inquiries regarding commercial access.
Methodology
Data points featured in this tracker derive from monthly rollups of daily surveys. U.S. reputation is measured as net favorability toward the United States, defined as the share holding favorable views minus the share holding unfavorable views.
All data 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.
About Morning Consult
Morning Consult is a global decision intelligence company changing how modern leaders make smarter, faster, better decisions. The company pairs its proprietary high-frequency data with applied artificial intelligence to better inform decisions on what people think and how they will act. Learn more at morningconsult.com.
Email [email protected] to speak with a member of the Morning Consult team.
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].
