Copenhagen – A surge in downloads of mobile applications designed to help consumers identify and boycott American goods has been observed in Denmark and beyond, triggered by recent tensions surrounding U.S. President Donald Trump’s interest in acquiring Greenland. The increase in usage highlights a growing sentiment among some consumers to express their dissatisfaction with U.S. Policy through purchasing decisions.
The “Made O’Meter” app, created by Copenhagen-based digital marketing professional Ian Rosenfeldt, saw approximately 30,000 downloads within three days during the peak of the diplomatic crisis in late January . Since its launch in March , the app has now surpassed 100,000 total downloads. Rosenfeldt initially developed the app after joining a Facebook group of Danes seeking practical ways to boycott U.S. Products.
“Many people were frustrated and thinking, ‘How do we actually do this in practical terms’,” Rosenfeldt explained. “If you use a bar code scanner, it’s difficult to see if a product is actually American or not, if it’s Danish or not. And if you don’t know that, you can’t really make a conscious choice.”
The latest iteration of Made O’Meter utilizes artificial intelligence to analyze products, both individually and in batches, and suggest European-made alternatives. Users can customize preferences, such as excluding brands owned by U.S. Companies or limiting choices to those based within the European Union. The app claims an accuracy rate exceeding 95%. Rosenfeldt demonstrated the app’s capabilities at a Copenhagen grocery store, showcasing its ability to provide detailed product information to inform consumer choices.
Usage of Made O’Meter peaked on , with nearly 40,000 scans recorded in a single day, a significant increase from the typical 500 daily scans observed last summer. While usage has since declined, approximately 5,000 scans are still being conducted daily. The app’s user base extends beyond Denmark, with users in Germany, Spain, Italy, and even Venezuela.
The increased interest in boycotting U.S. Goods appears linked to President Trump’s pursuit of acquiring Greenland, a strategically important and mineral-rich autonomous territory of Denmark. After initially threatening new tariffs on Denmark and seven other European countries that opposed his acquisition efforts, Trump later reversed course, claiming a “framework” for a deal regarding access to Greenland’s mineral resources had been reached with the assistance of NATO Secretary-General Mark Rutte. Details of this agreement remain scarce.
Another Danish app, NonUSA, reached over 100,000 downloads in early February . One of its creators, 21-year-old Jonas Pipper, reported over 25,000 downloads on , with 526 product scans occurring within a single minute at one point. The app’s user base comprises approximately 46,000 individuals in Denmark and 10,000 in Germany.
“We noticed some users saying they felt like a little bit of the pressure was lifted off them,” Pipper said. “They feel like they kind of gained the power back in this situation.”
However, the practical impact of these boycotts remains questionable. Christina Gravert, an associate professor of economics at the University of Copenhagen, notes that U.S. Products constitute a relatively small percentage – approximately 1% to 3% – of the goods found on Danish grocery store shelves, primarily consisting of items like nuts, wines, and candies. She also points out the pervasive use of American technology in Denmark, including Apple iPhones and Microsoft Office software.
“If you really want to have an impact, that’s where you should start,” Gravert stated. She further observed that even the apps themselves are downloaded from platforms owned by U.S. Companies – Apple’s App Store and Google’s Play Store.
Gravert, specializing in behavioral economics, suggests that boycott campaigns are often short-lived and that genuine change typically requires a coordinated effort rather than individual consumer actions. “It can be interesting for big supermarket brands to say, OK, we’re not going to carry these products anymore because consumers don’t want to buy them,” she said. “If you think about large companies, this might have some type of impact on the import (they) do.”
Consumer reactions in Copenhagen were mixed. Morten Nielsen, a 68-year-old retired navy officer, stated he participates in boycotts but acknowledges the difficulty in identifying all U.S. Products. “It’s a personal feeling … we feel we do something, I know we are not doing very much.” Charlotte Fuglsang, a 63-year-old retiree, expressed opposition to the practice, stating, “I love America, I love travelling in America. I don’t think we should protest that way.”
Rosenfeldt acknowledges that the boycotts are unlikely to significantly harm the U.S. Economy but hopes to send a message to supermarkets and encourage greater reliance on European producers. “Maybe we can send a signal and people will listen and we can make a change,” he added.
