Author: Alan Bradshaw, Professor of Marketing, Royal Holloway University of London

As politicians around the world scramble to respond to US “liberation day” tariffs, consumers have also begun flexing their muscles. “Boycott USA” messages and searches have been trending on social media and search engines, with users sharing advice on brands and products to avoid. Even before Donald Trump announced across-the-board tariffs, there had been protests and attacks on the president’s golf courses in Doonbeg in Ireland and Turnberry in Scotland in response to other policies. And in Canada, shoppers avoided US goods after Trump announced he could take over his northern neighbour. His close ally Elon Musk has seen protests…