A growing movement in Denmark is calling for a boycott of U.S. products following threats by U.S. President Donald Trump to assert control over Greenland, a semi-autonomous Danish territory.
Danish consumers are increasingly turning away from American-made goods in protest, with some extending their boycott to other U.S.-associated entities.
Why it Matters
The boycott reflects deep-seated resentment among Danes over what they perceive as aggressive and interventionist U.S. policies.
Trump’s past assertions that he would take Greenland by force if necessary, as well as his close ties to figures associated with far-right movements, have fueled anger across Denmark and the broader Nordic region.
Consumers in Denmark and elsewhere in Europe are using their purchasing power to send a message, with some major retailers responding to the shift by making it easier to identify European-made products.
The movement also comes amid declining Tesla sales in Europe, which some attribute to CEO Elon Musk’s political alignment with Trump.
What to Know
The push to avoid American goods has led to the creation of online communities where people share strategies for identifying and replacing U.S.-made products.
Danish Facebook group “Boykot varer fra USA” (Boycott Goods from the U.S.) has gained more than 80,000 members, with discussions centering on how to replace popular American brands with European alternatives.
Denmark’s largest supermarket chain, the Salling Group, has introduced a star-shaped label to indicate European-made products, a move the company insists is not a boycott but a response to consumer demand.
“Our stores will continue to have brands on the shelves from all over the world, and it will always be up to customers to choose,” Salling Group CEO Anders Hagh wrote in a LinkedIn post.
Bo Amstrup/Ritzau Scanpix via AP
Similar movements are taking hold in France, where farmer Edouard Roussez launched a Facebook group, “Boycott USA, Buy French and European!” The group has attracted more than 20,000 members in just two weeks.
Roussez argues that U.S. corporations, including Tesla and Airbnb, played a role in financing Trump’s political campaigns and should be held accountable.
Beyond consumer goods, some businesses are also taking action.
French entrepreneur Romain Roy, whose solar panel company previously purchased Tesla vehicles, canceled a 15-car order, citing Musk’s recent controversial actions and Trump’s policies.
“Individual consumers, society, our countries, Europe must react,” Roy said in an interview with Sud Radio.
What People Are Saying
Bo Albertus, a Danish school principal and administrator of the Facebook boycott group, said he was compelled to act after Trump’s threats toward Greenland.
“When Trump went on television and said he would by political force or military force take a piece of the Danish kingdom, it was just too much for me,” Albertus told the Associated Press.
He has since given up buying American-made products, replacing brands like Colgate, Heinz, and Pepsi with European alternatives.
Jens Olsen, a Danish electrician and carpenter, said he is considering replacing his U.S.-made power tools, even though it will be expensive. “Trump’s policies have brought the Danish Viking blood boiling,” Olsen said.
What’s Next
While the economic impact of the boycott remains unclear, the movement highlights rising tensions between European consumers and U.S. policies.
Experts suggest that while the boycott is unlikely to have a significant financial impact on U.S. exports, it may serve as a symbolic gesture that resonates across international markets.
This article uses reporting by The Associated Press.
