McDonald’s Boycott Threat: 48% of French Support
French Consumers Boycott American Brands Amid Geopolitical Tensions
A new wave of boycotts threatens American brands in France, fueled by geopolitical tensions and consumer values.
McDonald’s, a typical american multinational, is facing renewed boycott campaigns. The fast-food chain experienced a decline in 2024 due to the conflict in the Middle East. The first half of the year was the most difficult as the brand was, like others, the subject of a boycott linked to the conflict in the Middle East,
according to Jean-Guillaume bertola, innovation and marketing at mcdonald’s France, as reported by Le Figaro.
Further boycott threats loom, connected to decisions concerning the Middle East and Ukraine.
A recent Ifop survey indicates strong support for boycotts of U.S. products. The boycott calls for US products that arose after threats to increase customs duties and the verbal game between the American and Ukrainian presidents…are largely supported: 62% of French people support these calls for boycott of American companies,
the survey stated.
Coca-Cola, with 48%, is currently the most boycotted brand, followed by McDonald’s at 44%. Starbucks (15%) and KFC (12%) also face significant boycott action. According to the survey, 57% of French people intend to boycott American brands in the coming months, with 25% holding firm intentions.
The Ifop survey suggests that adherence to progressive values drives the boycott movement. The proportion of boycotters is thus especially strong among the French saying very progressive on business issues (55%, against 19% among those saying that she is “very conservative”), just as it is much greater among very feminist (51%) than non-feminist (27%). In general, the practice of boycott of American brands appears rather as a scorer of the left, and especially as an indicator societal progressivism.
The survey highlights the emergence of a large boycott movement with a support base that transcends political divides, encompassing diverse motivations and strong mobilization from seniors and wealthier demographics.
According to Ifop,the generational dimension of the boycott is particularly concerning for American brands. Unlike customary boycott movements, which are frequently enough carried by younger people and limited in time, this movement mobilizes seniors and higher socio-professional categories, possibly leading to a stronger financial impact.