America's Global Reputation Has Fallen Off a Cliff
Across the full set of 42 markets where we have tracked views of the United States on a daily basis since 2022, America's reputation is at a tracking low on both an unweighted and GDP-weighted basis. Across a core set of markets where we have continuously tracked consumer sentiment on America since 2020, global favorability toward the country is similarly at an unweighted tracking low.
Perceptions of the U.S. have plummeted in core markets
In parallel, America's reputation has recently declined in all regions we examine, sustained by plummeting favorability in the Americas, alongside smaller but still noteworthy declines in Asia, Europe and the Middle East.
America's reputation in Europe is in the gutter
The bottom line for American brands
We expect America's standing among global consumers to fall further in the coming months: All of the above trends were assessed just prior to the Trump administration's imposition of a slew of tariffs targeting overseas imports on so-called "Liberation Day" on April 2, 2025, which are likely to drive sentiment even lower.
For U.S. companies doing business overseas, our data suggests there is a potentially unprecedented risk of global consumers souring on American brands due to sharply worsening views of the United States. We anticipate the greatest risk in high-income markets, where consumers' views of America have simultaneously worsened the most from January into March 2025, and where consumers are likely to have greater disposable income. See our recent memo on trends in Canadian and Mexican sentiment toward U.S. brands for signposts of how we expect the coming months to unfold in newly tariffed European consumer markets.
To see the United States' reputation in each of the 42 countries tracked, explore the full data here.
Methodology
Data points featured in this tracker derive from monthly rollups of daily surveys. U.S. reputation is measured as net favorability toward the United States, defined as the share holding favorable views minus the share holding unfavorable views.
All data was collected through Morning Consult’s proprietary survey research capabilities. All interviews are conducted online. Data is weighted to approximate representative samples of adults in each country. Weighting parameters and target populations vary by country.
GDP and population data comes from the World Bank DataBank. Weights use the latest year of available data (2022).
Americas markets include Argentina, Brazil, Canada, Chile, Colombia, Mexico and Peru. APAC markets include Australia, Bangladesh, China, Indonesia, India, Japan, South Korea, Malaysia, the Philippines, Singapore, Thailand and Vietnam. European markets include Austria, Belgium, the Czech Republic, Germany, France, Ireland, Italy, the Netherlands, Norway, Poland, Romania, Russia, Spain, Sweden, Switzerland, and the United Kingdom. MEA markets include Egypt, Israel, Nigeria, Pakistan, Saudi Arabia, South Africa, Turkey and the United Arab Emirates.
Consult our Global Political Intelligence Methodology Primer for additional details on sampling and data collection procedures, weighting and representativeness, margins of error, and question wording.
Jason I. McMann leads geopolitical risk analysis at Morning Consult. He leverages the company’s high-frequency survey data to advise clients on how to integrate geopolitical risk into their decision-making. Jason previously served as head of analytics at GeoQuant (now part of Fitch Solutions). He holds a Ph.D. from Princeton University’s Politics Department. Follow him on Twitter @jimcmann. Interested in connecting with Jason to discuss his analysis or for a media engagement or speaking opportunity? Email [email protected].