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Matthew van der Valk, executive creative director at VLM, on why Trump’s tariffs may be economic, but their cultural ripples are changing global branding.
Trump’s re-election campaign and his promise to revive and extend trade tariffs have reignited global tensions around nationalism and protectionism. You only have to open a new app to see the media frenzy that’s sensual as a result. However, beyond the economic headlines, there’s a quieter, more enduring shift underway: a cultural repositioning of global brands, particularly those with American roots.
In the wake of rising anti-American sentiment, especially in Europe, brands are becoming increasingly cautious about being perceived as “too American”, which isn’t just political – it’s deeply cultural. Tariffs may target goods, but their ripple effects target perception. In the UK, this shift is already evident, as several once-proudly American brands begin to soften or even distance themselves from their U.S. identity.
Take Dr. Martens, for example. While it has long been embraced globally, it now leans more into its British punk heritage, downplaying its years under American ownership. Boots, originally founded in the UK but owned by Walgreens in the U.S., has quietly refocused its messaging around British pharmacy trust. And newer UK-based brands are increasingly using “local-first” language to reinforce their independence from U.S. influence, even if their backers or stakeholders are American.
This reaction isn’t unwarranted. Many powerhouse global brands are, in fact, U.S.-originated, even if consumers don’t realise it. But when these brands are exported to new markets, they’re not always welcomed as cultural imports. Often, they’re adopted as if they are local, and it’s only when a political controversy surfaces that their origins are questioned and sometimes rejected.
The irony is that, historically, American culture has travelled well through brands. From Levi’s to Apple to Nike, the world has long bought into American values of freedom, innovation, and self-expression. Today, though, a generational and geopolitical shift is underway. Many brands are actively disassociating from overt “Americanism”, especially in Europe, where cultural nuances matter and where alignment with U.S. politics can come at a reputational cost.
This creates a fascinating challenge for global brand builders: how do you retain the scale and success of U.S. enterprise while adapting to an increasingly anti-American cultural landscape?
The answer lies in post-national branding. The most resilient and progressive companies are those that don’t lead with origin but with shared values. Think IKEA’s sustainable minimalism or Spotify’s inclusive global voice. Even legacy American brands like Ben & Jerry’s have found ways to speak to global social issues without leaning into traditional Americana.
In this light, tariffs are more than just trade barriers—they’re cultural flashpoints. When we export products, we also export ideals. As tariffs force brands to rethink routes to market, they’re also forcing a deeper consideration of how national identity is embedded in their brand story and whether that identity is still an asset or a liability.
The good news for UK and European brands? There’s room to rise. With American culture under scrutiny, brands that bring a more balanced, empathetic, or locally attuned worldview are increasingly well-positioned to take the lead.
Tariffs may be temporary, but the cultural realignment they’ve triggered could shape branding for years to come.
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