The Rise of Anti-American Consumer Boycotts in Britain
Could refusing to purchase Coca-Cola, avoid Netflix subscriptions, or bypass Starbucks actually send a powerful political message across the Atlantic? A growing number of British consumers believe so, as they orchestrate targeted boycotts against American mega-brands to protest policies and rhetoric from the Trump administration. This movement represents a form of peaceful economic protest gaining traction among those seeking tangible ways to voice dissent.
Personal Catalysts for Consumer Action
For many individuals, the decision to boycott stems from deeply personal reactions to specific events. Activist and content creator Caroline has been consciously avoiding support for US corporations for nearly a decade, motivated by concerns about imperialism and corporate dominance. "America is driven by cash," she argues, "so we need to speak its language. People think boycotts don't work, but they do if we take collective action." Her recent viral TikTok video about "how to boycott America" received overwhelming support, particularly from American viewers themselves.
Support worker Sally* found her catalyst in the distressing image of five-year-old Liam Conejo Ramos, who was detained by Immigration and Customs Enforcement officers in Minneapolis. "I cannot get his face out of my mind and felt I had to do something," she explains. Her family has now eliminated "hi-vis" American brands like Coca-Cola from their lives and cancelled planned holidays to the United States, redirecting approximately £5,000 in travel spending elsewhere.
The Expanding Boycott Landscape
Fifty-five-year-old author Vie Portland has adopted a similar approach since Trump's return to power. "We didn't want to do anything that would line his and his allies' pockets," she states. Her boycott list now includes Coca-Cola, Pepsi, Domino's, Papa Johns, Starbucks, and Costa Coffee (owned by Coca-Cola). While acknowledging the challenge of finding alternatives for items like takeaway pizza, she emphasises the benefits of supporting local cafés and British companies instead.
Dr Matthew Mokhefi-Ashton, lecturer in politics and media at Nottingham Trent University, observes that "a series of cumulative events" since Trump's second inauguration has prompted this reassessment. These include tariffs on British imports, controversial remarks about NATO allies, and ICE enforcement actions that have collectively pushed previously neutral consumers toward boycott considerations.
International Precedents and Practical Challenges
Other nations have already established patterns of consumer resistance. Canadian visitor numbers to the US dropped by 22% year-on-year in the first nine months of 2025, while US wine sales in Canada plummeted by 91% since 2024. In Denmark, the UdenUSA app (meaning NonUSA) has surged in popularity, allowing shoppers to scan products and identify American-owned alternatives to avoid.
Yet practical challenges remain significant. As Mokhefi-Ashton notes, "the US economy is so massive compared to ours that purely on an individual level, the average person's boycotting doesn't actually make that much of an economic impact." Instead, the power lies in symbolism and collective action. Even committed boycotters acknowledge the near-impossibility of complete disengagement from the US economy, particularly for those whose livelihoods depend on American-owned social media platforms and technology.
Travel Boycotts and the Psychology of Protest
Tourism represents one area where consumer action could yield measurable results. Reports of travellers being detained at US borders and proposed social media screening policies have diminished the country's appeal as a destination. A recent poll indicated that four out of five respondents would currently avoid travelling to the United States, potentially costing the American economy billions in lost visitor spending.
For sceptics questioning whether individual actions matter, activists point to the "3.5 per cent rule" developed by Harvard political scientists. Their research on nonviolent resistance movements suggests that peaceful protests mobilising just 3.5% of a population tend to achieve their goals. In the UK context, this would equate to approximately 2.45 million people—slightly less than Manchester's entire population.
"Just one person doing one immaculate boycott won't make a dent," Caroline acknowledges. "But all of us collectively boycotting even a fraction of what we used before will." This growing movement represents not just consumer choice but a form of political expression finding new channels in an interconnected global economy.
