American brands are encountering headwinds in international markets, with consumers showing reduced trust and purchasing likelihood for companies they identify as originating from the U.S., according to new research from Ipsos.
The Brand America 2025 report, based on a 10-country survey, found that brands identified as "American" experience an average 20-point drop in both purchase intention and trust among international shoppers compared to brands perceived as international or local. The study was conducted across the U.S. and nine other countries including India, Brazil and Canada.
"Iconic U.S. brands have long enjoyed global approval — but in a tense political climate, their national identity cuts both ways," said Clifford Young, president of Polling and Societal Trends, Ipsos U.S. Public Affairs. "Understanding how the world views the new America, and how those perceptions vary from market to market, is absolutely critical."
The research indicates that consumers in the surveyed international markets are less likely to trust or purchase brands they perceive as American compared to those they view as international or local alternatives.
"In our current environment, some U.S. brands are facing perceptual headwinds in global markets," said Chris Murphy, president and Global Lead of Ipsos' Market and Brand Strategy. "This doesn't mean we need to panic. But we do need to quickly calibrate the likely behavioral impact of the shifting attitudes we are observing. There will be cases where leaders will need to make local adjustments to ensure their brands thrive."
Ipsos has made the full Brand America 2025 overview available for detailed examination of the study findings and analysis of brands most associated with America across different markets.
