COPENHAGEN

A mobile app aimed at assisting consumers in recognizing and boycotting American products is experiencing a surge in interest, particularly in Denmark, following the recent tensions regarding U.S. President Donald Trump’s ambitions concerning Greenland.

Ian Rosenfelt, the developer of the Made O’Meter app, reported that since its debut in March, the app has been downloaded over 100,000 times. Notably, around 30,000 of those downloads occurred within just three days amid a diplomatic crisis in late January.

The app provides practical support

Rosenfelt, a digital marketing professional based in Copenhagen, had the idea to create the app after joining a Facebook group of Danes who sought to boycott American goods. He recalls, “Many people were bewildered and asking, ‘How can we actually make this work?'” He noted that with a barcode scanner, it can be challenging to determine if a product is genuinely American or made locally in Denmark. Without this knowledge, making informed choices is tough.

The latest iteration of Made O’Meter employs artificial intelligence to simultaneously identify and assess multiple products, suggesting similar items made in Europe as alternatives. Users can select preferences like “No US-owned brands” or “Only EU-based brands,” with the app boasting an accuracy rate of over 95%.

“By utilizing AI, we can photograph a product, then gather detailed information at various levels,” Rosenfeldt explained in a demonstration at a grocery store in Copenhagen. “This gives users the data needed to decide what feels right for them.”

“Losing an ally”

After an initial surge in downloads, app usage dipped. Greenland, rich in minerals and strategically significant, remains a semi-autonomous territory of Denmark, and President Trump recently emphasized the necessity of acquiring it.

The app’s usage saw a peak on January 23 with around 40,000 scans daily, compared to roughly 500 scans each day during the previous summer. While the daily scans have since reduced, about 5,000 remain active this week, according to Rosenfeldt, who noted that the app is popular not only in Denmark but also among users in Germany, Spain, Italy, and even Venezuela.

Rosenfeldt expressed that it became more personal, citing the sentiment of “losing an ally and a friend.” Following Trump’s announcement of potential new tariffs targeting Denmark and other European nations, he later eased this threat after stating that a “framework” for negotiations regarding Greenland had been established with NATO Secretary-General Mark Rutte, though specific details remain scarce.

Talks between the U.S., Denmark, and Greenland regarding Arctic security began in late January, with Denmark and Greenland firmly asserting their sovereignty as non-negotiable.

While Rosenfeldt acknowledges that these boycotts won’t significantly impact the U.S. economy, he hopes to encourage supermarkets to source more from European providers. “Maybe we can send a message and prompt changes,” he remarked.

Protests may be largely symbolic

Another Danish app, “NonUSA,” also surpassed 100,000 downloads in early February. Its creator, Jonas Pipper, shared that on January 21 alone, downloads exceeded 25,000, and product scans peaked at 526 per minute. The majority of the app’s users reside in Denmark, with a sizable number in Germany.

Pipper mentioned, “Some users expressed feeling relieved, as if they’ve taken back some power in this situation.” However, the practical impact of these apps is debatable.

Christina Grabert, an associate professor of economics at the University of Copenhagen, pointed out that very few American products are found on Danish grocery shelves, roughly 1 to 3 percent, consisting mostly of items like nuts and candy. Yet, American technologies, from iPhones to Microsoft Office, are prevalent in Denmark.

“To make a real impact, that’s the area to focus on,” she noted.

Grabert, an expert in behavioral economics, remarked that boycott movements are generally temporary and real change typically requires a more comprehensive approach rather than individual actions. “It would be telling if major supermarkets decided to stop carrying certain products due to consumer preferences,” she suggested.

Outside a grocery store in Copenhagen, shoppers expressed mixed views on the situation.

“We are boycotting, but we don’t grasp all the American brands, so we target mainly the well-known ones,” said Morten Nielsen, 68, a retired naval officer. “It’s mostly a personal sentiment… We feel like we’re taking action, yet we know it might not be effective.”

In contrast, Charlotte Fuglsang, a 63-year-old retiree, shared, “I adore America and enjoy my travels there. I don’t think this is the way to express our views.”