Reversing the decline of American brands in Europe

Chris Warren

A Morning Consult survey of 5,000 adults in France, Germany, Italy, Spain and the UK found that 40% feel less favourable towards US brands due to the USA's response to COVID-19.

The pandemic continues to upend society. It's changing how people work, how kids attend school, and the ways in which consumers receive and react to brand messaging. Indeed, consumer attitudes are in constant flux due to the health crisis, and marketers are forced to navigate a very tricky terrain.

While the challenges are universal, there are particularly ominous signs for U.S.-based brands from across the pond. According to a recent Morning Consult survey of 5,000 adults in France, Germany, Italy, Spain, and the United Kingdom, 40 percent feel less favorable toward U.S. brands as a result of America's response to...

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