全球消费者抵制风险与反美主义：在伊朗冲突期间 主要市场全球消费者信心、反美主义和政治风险的趋势

Trends in global consumer confidence, anti-Americanism, and political risk in major markets About Morning Consult Morning Consultis a global decision intelligence companychanging how modern leaders make smarter, faster, better Key takeaways ”Brand USA” just hit a tracking low:Global average net favorability of theUnited States has fallen to its lowest recorded level in Morning Consult'stracking history. Our weekly data shows a clear inflection point at the Iran Canada remains the single most exposed market—by a wide margin. With ~66% of consumers reporting they've gone out of their way to reducespending on U.S. brands, Canada is a clear outlier—roughly 15–20percentage points above the next tier of exposed markets. The combination Consumer confidence falls:Global average consumer confidence istrending down as of March 2026, led by deteriorating current personalfinancial conditions and long-term business outlook. The decline is not Large European markets are under especially acute pressure headinginto Q2:France, Germany, Italy, Spain, and the Netherlands all have a U.S.favorability below baseline while consumer confidence is deteriorating. Anti-Americanism speaks to the breadth of boycotting while consumerconfidence is tied to boycotting intensity.Across markets, anti-Americanism most strongly correlates with the share reducing spending "alittle"—casual, low-commitment avoidance. But consumer confidence Boycott propensity ticked back up in March:After modest month-over-month declines in several markets in February, March 2026 saw the globalaverage share of consumers reducing spending on U.S. brands "a lot" S E C T I O N 1 Impact of the Iran Strike The U.S. strikes on Iran in early 2026 marked aninflection point in global consumer sentimentand views of the United States. This sectiontracks how confidence, favorability, and brand I M P A C T O F T H E I R A N S T R I K E Global views of “brand USA” sit at a tracking low amid the U.S.-Iran conflict Global net favorability of the United Stateshas fallen to a new tracking low, marking a The decline is broad-based: excludingRussia, where views of the U.S. haveactually improved recently as Moscowcontinues to benefit from the Iran conflict,“Brand USA” has fallen roughly 6 pointssince the conflict began. The pace of thedecline has moderated slightly week-over- How we track this:Morning Consult isasking about favorability towards the I M P A C T O F T H E I R A N S T R I K E I M P A C T O F T H E I R A N S T R I K E In most regions, worries about current personal financial conditions and long-term business S E C T I O N 2 Anti-Americanism Rising Anti-Americanism was already trending in thewrong direction before the Iran strikes—but theconflict has deepened negative views acrossnearly every region. Europe leads in the severity of A N T I-A M E R I C A N I S M R I S I N G A N T I-A M E R I C A N I S M R I S I N G Consumers in Germany and France are among those holding the most negative attitudes A N T I-A M E R I C A N I S M R I S I N G Views in Latin America remain below where they stood just before the U.S. intervened in A N T I-A M E R I C A N I S M R I S I N G S E C T I O N 3 Global Boycott Propensity Deteriorating views of the U.S. are translating directlyinto consumer behavior. After a brief stabilization inFebruary, boycott propensity ticked back up in March— G L O B A L B O Y C O T T P R O P E N S I T Y March 2026 saw an uptick in the average share of global consumers who are going out of Boycott pressure remains elevated and isextending as the Iran conflict drags on.The shares of global consumers going outof their way to reduce spending on U.S. G L O B A L B O Y C O T T P R O P E N S I T Y Rising shares of consumers are reducing spending on U.S. brands in many global markets Global boycott outlook based on the total shares of consumers who say they have gone out of their way to reduce spending on U.S.brands over the past month G L O B A L B O Y C O T T P R O P E N S I T Y By region, U.S. brands in the Americas are most exposed–driven by Canada–due toespecially elevated shares of consumers going out of their way to reduce spending there G L O B A L B O Y C O T T P R O P E N S I T Y Globally, boycott propensity is inversely correlated with anti-Americanism The relationship between how consumers view theUnited States and whether they are actively reducingspending on U.S. brands is moderately correlated However, the correlation is imperfect, and severalmarkets sit meaningfully above or below what theirfavorability scores would predict. Indonesia, Malaysiaand Egypt all show boycott shares that exceed theiranti-Americanism levels, suggesting additional drivers— G L O B A L B O Y C O T T P R O P E N S I T Y The more confident consumers are in their personal finances & business conditions, the more Consumer confidence compounds theboycott risk picture. Across markets,higher confidence is associated withgreater willingness