"A new report from the American Marketing Association-New York Future of Marketing Project shows that anti-Americanism around the world is hurting U.S. brands, with 62% of U.S. international marketers reporting that the sentiment is hurting their sales prospects-especially iconic brands that had previously identified themselves with more positive American ideals, including Netflix, Disney, Apple, Ford, Amazon, Coke and McDonald's. The research found that on average, only 42% of people in other countries see the U.S. favorably today, a drop of 17% in just one year."
"The study found that international consumers see U.S. companies with the qualities of apex predators: aggressive and dominant. They also see higher prices, market domination and a sense of "America first" arrogance. Marketers for U.S. companies have been adjusting their strategies for the past year, the study said, focusing on community partnerships, sustainability, and localizing their content. They're also emphasizing brand value. Only 30% continue to stick with "American imagery." But international consumers often only see the big "American" company, not what they're doing locally."
Anti-Americanism worldwide is negatively affecting U.S. brands, with 62% of U.S. international marketers reporting harm to sales prospects, especially for iconic names like Netflix, Disney, Apple, Ford, Amazon, Coke and McDonald's. Favorability toward the U.S. abroad averages 42%, a 17% drop in one year. International consumers perceive U.S. companies as aggressive, dominant, higher-priced market dominators with an 'America first' arrogance. Marketers are shifting toward community partnerships, sustainability, localization, and emphasizing brand value, while only 30% continue to employ overt American imagery. Brands are advised to decouple from U.S. association and emphasize universal values like family and community.
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