Will the American brand hurt American brands?

Over the past several weeks, news outlets and social media platforms across Europe have seen a surge in calls to boycott American brands. This movement is not a reflection of the quality, value, or reputation of these U.S. brands. Rather, it is driven entirely by geopolitical tensions and rhetoric stemming from the Trump Administration, which has sparked widespread reaction and commentary.

As a former communications executive at two major US multinationals and in my current role as a reputation counsellor to global brands around the world, I’m asking a fundamental question.

Is being “American” still a brand asset?

The list of American brands under attack across Europe stretches across just about every category. Some, like Tesla, are facing a triple threat: Buyers are staying away, the stock value has been plummeting, and vandals are wreaking havoc with their products and at their stories.

In my 40+ years working in corporate communications, I continue to be surprised about what sticks to brands, and what seems to not matter. Consumer sentiments can shift instantaneously, and too often brands choose to “wait and see” if consumer vote with their money or their mouths.

American companies need to navigate now how their “Americanness” will influence their stakeholders overseas. “Wait and see” can be a risky strategy and the road to reputational recovery can be long and windy if you let circumstances define you. There are ways to navigate smarter. In times of turbulence the best place to be is on the “high ground” and be honest about the complexities of the issue and the debate surrounding it.

Complexity calls for simplicity in word and action:

• Stay away from politics, focus on ethics.
• Avoid the headlines but communicate more strategically.
• Do it, don’t say it.

Focus on ethics

Your mission, vision and values are your North Star, especially in times of uncertainty. They serve as steady guides when external pressures or short-term challenges threaten to pull you off course. Now more than ever, it’s essential to reawaken your organization’s core values to ground your decisions, shape behavior, and bring clarity to a complex and rapidly shifting landscape.

While political views may divide us, ethics, the principles guiding how we act, can unite us. Focusing on how we do things invites common ground and opens the door to more thoughtful, inclusive, and principled leadership. By centering the conversation around how we can act with integrity, empathy, and transparency, we keep our eyes on what’s aspirational and forward-thinking.

In moments like these, staying rooted in values and committed to doing things the right way can be your greatest strength. Stay focused. Stay principled. Stay positive.

Communicate more

In challenging times, the most powerful communication starts with listening. Before making statements, take time to understand the realities your stakeholders face—through boardroom discussions, employee input, surveys, and external feedback. This isn’t about rushing to respond, but about showing care and intention. Communicate with empathy and transparency, grounded in what you’ve learned. People remember how you engage—especially when the issues are complex. And do not hesitate to engage on politically charged topics if your values and principles are in question.

Do the right thing

DEI (Diversity, Equity, and Inclusion) and ESG (Environmental, Social, and Governance) may be facing political headwinds, but doing the right thing never goes out of style. In moments of crisis, actions speak louder than branding. This is your opportunity to show that your values aren’t performative, they’re foundational. At their core, DEI and ESG are about common sense, responsible leadership. Staying true to those principles signals integrity, and your stakeholders will take notice. Leadership isn’t about chasing trends. It’s about standing firm when it matters most.

In moments of crisis, actions speak louder than branding.

Adhering to ethics and values, communicating with transparency, and building trust by “doing the right thing” are for me inherently “American” business values. These have been ingrained in me during my nearly thirty years of working in executive roles for three NYSE-listed companies.

The current global challenges facing American brands represents both risks and opportunities. The risks are that we ignore values and qualities that have been built over centuries and compromise those values for political expediency. The opportunity is to reinforce the ethics that great American brands have been built on.

Now is the time for American companies to reflect their true “Americanness” and work to restore confidence and trust in their brands, rising above the political hubbub and reinforcing the true values and principles that made them beloved global brands in the first place.

Now is the time to reflect our true ‘Americanness’—rooted in ethics, not politics.