The Decline of the American Brand in Europe

Given the confluence of reduced spending, concerns about the coronavirus, and poor perceptions of the  “American brand,” American companies operating or selling products in Europe must act quickly to address a European market that is quickly evolving.

1) In the Coronavirus Era, Europeans’ Needs Are Functional, Emotional, and Local

While top drivers of purchase are generally consistent across markets, clear distinctions around the importance of different functional and emotional needs – especially as compared to U.S. adults – provide insight on how to best appeal to consumers in different countries during the pandemic. While safety, effectiveness, and control are more likely to drive purchases among Americans than Europeans, French consumers are more likely to say that items which are new, interesting, or exciting or that minimize loneliness are major reasons for purchases. German and UK consumers, however, strongly emphasize function.

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