Key stat: 40% of global consumers say they’ve gone out of their way to spend less on US products in response to tariffs, with Canadian consumers leading the way, based on July data from Morning Consult.

Beyond the chart:

• US consumers are also changing their shopping habits, with 63.0% adjusting, or planning to adjust, their spending in response to the tariffs, found May data from McKinsey & Company.
• Over a third (37%) of direct-to-consumer (D2C) ecommerce professionals in North America and the UK are most concerned about tariffs/regulations ahead of Q4’s busy season, according to a July survey from Passport conducted by Drive Research.

Use this chart: This is a clear signal that US-branded products may face headwinds abroad, particularly in markets like Canada, China, and Mexico where anti-tariff sentiment is strongest. To navigate this shift, brands should consider localizing their messaging by highlighting regional operations, partnerships, or sustainability efforts to soften perceptions tied to US trade policy.

Related EMARKETER reports:

• Worldwide Retail and Ecommerce Forecast 2025 Midyear Edition (EMARKETER subscription required)
• Holiday Shopping 2025 (EMARKETER subscription required)

Methodology: Data is from a September 2025 Morning Consult survey as cited in company blog. 184,612 consumers ages 18+ in 12 countries worldwide were surveyed online during April 25-July 19, 2025.