Two recent studies of international opinion have found a drop in williness to buy products from American companies. "People felt exploited by global expansion, inundated by our entertainment products, and put off by our arrogance," reports Kristina Sacci. Within the past two years, she notes, "the number of consumers who use U.S. products from companies such as Microsoft and McDonald's had dropped to 27% from 30%. Non-U.S. brands held their ground in the same period." To fight back an organization has been formed called Business for Diplomatic Action: "a task force of high-voltage professionals from marketing, political science, research, and media. Its goal: to educate companies about the rise of anti-Americanism and enlist their help in addressing the issue."
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