Retired Danish police officer Ivan Hansen loaded baskets into supermarkets and carefully checked each product to avoid buying anything made in the US. No more Coca-Cola, California Zinfandel wine or almonds.
The 67-year-old said it was the only way to protest President Donald Trump's policies. He is furious about Trump's threat to steal Danish territory in Greenland, but that's not the only one.
There is also a threat that controls the Panama Canal and Gaza.
And Trump's relationship with Elon Musk has created what many have interpreted as a straight, armed Nazi salute with far-right connections.
On his recent shopping trip, Hansen went home on a date from Iran. He shocked him now to realize that he perceives the United States as a greater threat than Iran.
“Trump really looks like a bully who threatens in every way and threatens others to go their way,” he told The Associated Press. “I'll fight that kind of thing.”
Increase in boycotts across Europe
Hansen is just one of the supporters of the growth movement across Europe and Canada that boycott American products.
People are joining Facebook groups where they are avoiding our products and exchanging ideas on how to find alternatives.
Emotions are particularly strong across the Scandinavian region, and could be the strongest in Denmark given Trump's threat to grab Greenland.
Google's trends have shown that in top regions such as Denmark, Canada and France, it has skyrocketed in searches for the terms “boycott USA” and “boycott America” as Trump announced new tariffs.
At the same time, global backslashes have also been built against Tesla as the brand is tied to Trump, with sales plummeting in Europe and Canada. In Germany, police were investigating four Teslas on Friday.
“Before Elon Musk acted like a maniac, Tesla might have been an option, and perhaps it was Ford,” she said.
French entrepreneur Roman Roy said his solar panel company has been purchasing a new Tesla fleet every year since 2021, but has cancelled 15 more orders to oppose Musk and Trump's policies.
Describing the United States as “a country that approaches itself,” he cited Trump's withdrawal from the Paris Climate Agreement and Musk's arm gesture.
He said he was buying a European model instead, despite the additional 150,000 euros ($164,000).
“Individual consumers, society, our country, Europe must respond,” he told broadcaster Sud Radio.
In response to consumer demand, Salling Group, the largest supermarket chain in Denmark, this month we created star-shaped labels to mark European-made products sold in stores.
CEO Anders Hag said it was not a boycott, but a response to consumers who demand a simple way to avoid American products.
“Our stores will continue to have brands on shelves around the world, allowing customers to always choose. The new label is merely an additional service for customers who want to buy products under European labels,” he said in a LinkedIn post.
“I've never seen a Danish person feel so upset.”
For Bo Albertus, “When Trump went on TV and said he would take part of the kingdom of Denmark by political or military force, that was too much for me.”
The 57-year-old said he felt helpless and had to do something. He gave up Pepsi, Colgate toothpaste, Heinz ketchup and California wine, replacing it with European products.
He is currently the manager of the Danish Facebook page “Boykot Varer fra USA” (US boycott product), and has grown to over 80,000 members.
Posted by one user who posted after Trump threatened 200% tariffs on EU wine and champagne.
Albertos, the school's principal, told the Associated Press that he really missed the strong flavor of Colgate. However, he was surprised to find a cola alternative, which costs half the price of Pepsi.
Trump's policies “resulted in the blood of the Danish Vikings,” said electrician and carpenter Jens Olsen. He is currently considering replacing US-made Dewalt power tools worth $10,000, which costs him a lot.
He has already found a European alternative to American popcorn brands and Lagunita IPA beer made in California.
“I've visited the brewery several times and now I don't buy it anymore,” he said. He is a double citizen of Danish and has spent a lot of time in the United States, so he has mixed feelings. But he can't control his anger.
“I'm 66 and I've never seen a Dane feel this upset,” he said.
Michael Ramgil Stæhr is among many who have cancelled his fall trip to the US and have opted to buy Danes instead of American-made ones, but he is unable to pinpoint exactly the moment he made the decision.
“Maybe (Trump) was when he “takes” Greenland and the Panama Canal to the world's media, and announced it by military force as needed.
“It's a fatal danger and already lives at stake” in developing countries and Ukraine, added Stæhr, who supports disabled veterans. He himself served in Bosnia.
Anger is rising in France
Eduardoose, a farmer in northern France, has launched the online group Boycott USA, Buy French and Europe! In just two weeks, more than 20,000 members gathered on Facebook.
Ruth believes boycotting American companies is a good way to oppose Trump's policies, particularly the “commercial and ideological warfare.”
“First of all, these are the companies that funded the Donald Trump campaign,” he told the state-run LCP TV channel. “I'm thinking of Airbnb, I'm thinking of Uber, I'm thinking of Tesla, of course.”
All the irony? The group is on Facebook. Ruth said only American online social media platforms gave him the reach he needed. However, he is striving to move the group to other platforms without US funding or capital.
Olof Johansson Stenman, a professor of economics at the University of Gothenburg, said it is unlikely to affect the US export profits and policy decisions.
Boycotts can have a psychological impact on Americans who see the scale of their anger, but “some might say, 'We don't like these Europeans anyway,” Stenman said.
Some options are more difficult than others
Simon Madsen, 54, says he lives in a Danish horse city with his wife and 13-year-old twins, and the family has given up on Pringles, Oreos and Pepsi Max. It's not that difficult, really.
But now they're discussing what to do without Netflix, and that's too far for kids.
He also wonders if we should continue to buy Danish-made Ansonburg Chocolate Marzipan Bars made from American almonds.
It's important that people use the power of their wallets to pressure businesses to change, he said.
“This is the only weapon we have,” he said.
