This is stated by Johan Anselmsson, professor at the School of Economics at Lund University. A fresh study from there shows that approximately every fifth person already chooses to boycott American brands, writes the university in a press release.
In the study, 1,000 Swedes between the ages of 18 and 74 have been asked, and a majority respond that they are open to switching to alternative products instead of American ones.
For Swedish and European companies that want to take advantage of winning new customers, it is essential to act quickly, according to Johan Anselmsson, since consumer engagement is often short-lived.
"Highlighting the country of origin and offering strong European alternatives can be crucial for this trend to persist and actually take off", he says in the press release.
