President Donald Trump's tariffs on European Union (EU) products may prompt a significant long-term shift in European consumer preferences, potentially leading them to abandon American brands in favor of non-US alternatives. A new survey conducted by the European Central Bank (ECB), which polled around 19,000 respondents, indicates that EU consumers are highly willing to make this change, even when price is not the primary concern. The ECB's March Consumer Expectations survey explored how likely respondents were to switch to non-US products under hypothetical tariffs of 5%, 10%, or 20%. Across all scenarios, the median substitution score was 80 out of 100, signaling a strong inclination to switch away from US goods. Intriguingly, 44% of respondents cited personal preference, rather than price, as the main reason for their decision. For this group, the median substitution score reached 95 and remained consistent regardless of the tariff rate. Higher-income households were the most likely to make the switch, driven more by preference than financial considerations. The survey results come in the wake of Trump's announcement of a 20% baseline tariff on most trading partners, including the EU, which led the bloc to impose retaliatory 25% tariffs. However, after Trump reduced the tariff on European imports to 10% until July, the EU temporarily suspended its counter-tariffs for 90 days. Despite this temporary reprieve, the EU is actively considering broader retaliatory measures. These may include finding alternative defense suppliers, implementing stronger counter-tariffs, and reducing reliance on US technology and intellectual property protections. Over two dozen European and Canadian government officials familiar with the discussions have indicated that these measures are being seriously considered. The potential long-term impact on US brands in Europe is already becoming evident. Tesla, for instance, saw a 42% decline in sales in the first two months of 2025, and consumer boycotts have been reported for US whiskey and travel to America. This consumer behavior reflects a broader sentiment of disillusionment with US trade policies and a growing willingness among Europeans to explore other markets and brands. Industry insiders emphasize that the trade tensions could have far-reaching effects beyond immediate economic impacts. The EU's increased focus on self-sufficiency and diversification of supply chains could lead to long-term structural changes in the European market, potentially reducing the presence and influence of American brands. Companies with significant European operations may need to reassess their strategies to maintain market share and customer loyalty. Moreover, the political dynamics surrounding trade could further complicate transatlantic relations and influence future policy negotiations. In summary, while the immediate economic repercussions of Trump's tariffs are concerning, the potential long-term shift in European consumer preferences away from US products could have lasting implications for American companies operating in the EU. The EC's proactive stance on diversifying suppliers and countering US trade measures underscores the complexity and strategic nature of the issues at hand.