Is the grassroots initiative “Buy European” the potential solution to the tariff upheaval instigated by Trump?
In late February, Finnish disinformation specialist Pekka Kallioniemi sparked quite a reaction on X with his rallying cry, “Let’s make Europe stronger by buying European!” His message resonated deeply: the post, featuring a compilation of European alternatives to American products, garnered over 5,600 shares in just a matter of days. Not long after, the BuyFromEU group emerged on Reddit, now proudly counting nearly 200,000 members among its ranks.
The digital “Buy European” movement is, therefore, beginning to take tangible form. The aim is to bolster European products and services while diminishing economic reliance on American corporations.
Amidst the backdrop of geopolitical uncertainty and escalating economic tensions, this strategy appears to resonate with a considerable number of European consumers.
The Reddit community has spawned the Go European database, an online resource enabling consumers to discover European alternatives to American products. Be it Galaxus in place of Amazon, Filmin rather than Netflix, or over 1,200 alternative recommendations, the searchable database garners approximately 20,000 visits each day.
There is, as of now, no formal declaration regarding a boycott. “While drawing inspiration from recent political developments, Go European is fundamentally a positive initiative aimed at celebrating the myriad of remarkable creations originating from Europe,” the operators highlight on their website. The fundamental aim, it seems, is quite evident: to bolster the European economy and diminish reliance on American corporations.
The term “recent political events” refers to the increasing uncertainty that Europe is facing as a result of US policy. Since the onset of Donald Trump’s second term, Europe has grown more cognisant of its reliance on the United States.
Trump’s assertive trade policy has significantly undermined confidence in transatlantic relations: Starting in March 2025, new punitive tariffs on European goods will be implemented, featuring a 25 percent tariff on steel and aluminium. The current tariff onslaught initiated by Trump encompasses a hefty 25 percent surcharge on car imports into the USA, which is set to impose a significant strain on the EU.
The German automotive sector, responsible for more than half of European car exports to the USA, is poised to experience significant repercussions. A report from the management consultancy Kearney suggests that the US tariffs on imported cars might result in sales losses reaching as high as 9.8 billion US dollars for European manufacturers, potentially jeopardising up to 25,000 jobs across Europe.
The European Union intends to react firmly to the trade measures by implementing counter-tariffs. The recent imposition of punitive tariffs is intensifying the momentum behind the “Buy European” initiative.
An examination of Canada reveals that consumer movements can indeed exert significant economic influence. The “Buy Canadian” campaign, launched as a counter to the protectionist tariff policies of the Trump administration, has made a significant impact on the US economy.
A notable change in consumer behaviour is evident in Canadian grocery stores, with Loblaw, the nation’s largest grocery retailer, reporting a ten percent rise in sales of domestic products. Sobeys Inc. has also noted a decrease in the proportion of US goods available on its shelves.
Yet, one must ponder whether European consumers are genuinely prepared to alter their buying behaviours. A recent survey conducted by the opinion research institute Civey reveals that a notable 64 percent of Germans are now deliberately steering clear of products from US manufacturers. Retailers are taking action: The Danish Salling Group is intentionally marking European products. Anders Hagh, the CEO, shared on LinkedIn: “We are simplifying the process for consumers to purchase European products.”
A YouGov survey in Germany reveals that a significant 77 percent of respondents are in favour of labelling European products. Nevertheless, the responses from German food retailers differ: Rewe opposes special labelling, arguing that the origin is already indicated on the packaging.
Edeka, conversely, is contemplating the implementation should there be a rise in demand for labelling. Kaufland and Lidl presently perceive no necessity to alter their pricing, as they already depend on regional and German products. However, in private discussions, retailers concede that the labelling of European products may pose challenges, as numerous items incorporate ingredients sourced from various nations.
This brings us to the core of the issue. The intricacies of global supply chains pose a significant challenge to the Buy European initiative, given that numerous European products continue to incorporate US components, or that various stages of the value chain are executed in the US. This principle extends beyond the confines of the food industry.
The automotive sector serves as a notable illustration: Tesla’s sales in the EU plummeted by 49 percent during January and February 2025 in comparison to the prior year, as reported by the European Automobile Manufacturers Association (ACEA).
In Germany, Tesla experienced a staggering decline in sales figures, plummeting by 76 percent in February compared to the same month last year. A considerable number of consumers are intentionally steering clear of the American brand, choosing instead to embrace European alternatives like Volkswagen, BMW, or Mercedes-Benz.
However, a more detailed examination of production frameworks reveals that this trend is scarcely making a dent in the economic connections between Europe and the United States. A considerable number of German car manufacturers operate substantial facilities in the United States. Vehicles produced in that location are not solely available in the US market; they are also dispatched to Europe. Thus, individuals opting for a BMW over a Tesla might still be contributing to the American economy.
The Go European database is unable to address this issue. A product is listed if the company maintains its headquarters within Europe. However, this does not ensure that the production facilities are situated within Europe or that all materials are sourced from the continent.
Moreover, American technology, patents, and software continue to be essential components in numerous European products. The trade balance of the EU illustrates that the impact of individual consumers remains rather constrained. Imports from the US hold a notably pivotal position in highly specialised industrial sectors, including aerospace, pharmaceuticals, and mechanical engineering.
The scenario varies for consumer goods: In the realm of food, Europe shows minimal reliance on imports from the US – quite the opposite, in fact, as the EU recorded an export surplus of € 23.5 billion in its trade with the United States in 2023. The exports from the EU have notably surpassed imports from the US, especially in the realms of agricultural products, processed foods, and beverages.
There is a notable demand for European products like wine, cheese, and olive oil in the US market. Consumers can thus exert only a minimal influence on import volumes from the US by opting to boycott American products found in supermarkets.
In the face of various challenges, the digital “Buy European” initiative embodies the aspirations of Europeans to lessen their economic reliance on the United States. However, what are the practical steps to implement this? A comprehensive labelling of origin for products and services across Europe could serve as an initial step forward.
At present, the EU’s requirement for origin labelling is primarily directed at food items, including meat, fruit, and vegetables. Although certain products necessitate details regarding the location of rearing and slaughter, the production sites and suppliers often remain overlooked. There is an urgent need for expanded labelling that fosters transparency throughout entire supply chains, particularly given the complexities of global interdependencies.
The designation ought to be broadened to encompass not just the food industry, which operates largely independently of the United States, but also sectors like technology that are significantly reliant on US influence. This kind of labelling would allow both consumers and companies to make informed choices about European alternatives. It may also encourage European firms to broaden their manufacturing capabilities and supply networks across the continent.
Particularly in sectors like semiconductors, software, and digital infrastructure—currently dominated by the US and Asia—a more robust European presence would not only lessen reliance but also foster job creation and innovation within the EU.
The Buy European initiative has the potential to evolve beyond a mere digital campaign; it could transform into a sustainable economic strategy that bolsters Europe’s autonomy in emerging sectors.
Author: Letizia Rink; Source: IPG. Translated from German.
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