The Patriotism Purchase: Levi’s Fears UK Shoppers Will Ditch US Brands

Levi’s is concerned that a new form of “patriotism purchase” could harm its UK business. The company has warned that anti-American sentiment, which it attributes to the policies of the Trump administration, could lead British and European shoppers to deliberately choose non-US brands.
This risk was officially noted in the company’s UK accounts, a document that also celebrated a strong year with an 8.8% rise in sales and a 23% jump in profits. The warning underscores a growing corporate fear that a brand’s nationality can become a deciding factor for politically-conscious consumers.
There is evidence to suggest this trend is already underway. Sales for the US electric car firm Tesla plunged in the UK in July, shrinking its market share. In Canada, the movement is more organized, with apps like Maple Scan helping consumers identify and avoid grocery products with American parent companies.
This wave of economic nationalism is a response to the Trump administration’s disruptive trade policies. The legal foundation of these policies is now being challenged in the US courts. A federal appeals court recently ruled against most of the tariffs, a decision that could ultimately be appealed to the Supreme Court.