The trend: Global consumer sentiment toward the US has fallen since the war in Iran began, according to Morning Consult.

At the same time, more consumers said in March that they were going out of their way to reduce spending on US brands by “a lot”—a potential indicator of rising anti-US boycott activity worldwide.

Zoom in: While the war in Iran is the most recent catalyst for anti-US sentiment, it is not the only flashpoint: Tariffs, US involvement in Venezuela, and President Donald Trump’s threats to annex Greenland have also contributed to worsening views of the US.

• By region, views of the US are most negative in Europe, with sentiment below where it was in April 2025 following Trump’s Liberation Day tariff announcements.
• Anti-US boycotts appear most prevalent in the Americas, where over half of consumers say they have reduced spending on US brands—led mainly by Canada.

Implications for retailers: Companies including McDonald’s and Levi’s have flagged rising anti-US sentiment as a potential sales risk, although so far global consumers’ affinity for those brands has outweighed any desire to boycott them. That may be compounded by economic factors: Morning Consult’s report noted an association between higher consumer confidence and a greater willingness to cut spending on US brands, possibly because the ability to make those choices is dependent on financial security.

While US brands may be somewhat protected for now, the same can’t be said for the US hospitality industry.

• Over half of Canadians (56%) say they plan to sometimes or always avoid traveling to their southern neighbor, according to a January survey by Leger, a trend that is hurting retail activity in border towns and other tourist destinations.
• Hotel operators have reported weaker-than-expected sales and declining optimism in the leadup to the World Cup, with concern rising that the Middle East war is dampening travelers’ interest in attending US matches.

The longer the conflict continues, the greater the risk that anti-US sentiment will weigh on US brands. To minimize the threat of boycotts, companies must take a localized approach to marketing and product development to build deeper connections in individual markets.