French Boycotts, American Footprints: The Unseen Economic Impact

 Boycott of American Products Spreads Across Europe and France, but Concerns Over Backlash Grow

Souce : Coca-cola France website

The boycott of American products is gaining momentum, spreading across Canada and Europe, with France recently joining the movement. In just a few days, numerous citizens have rallied behind the cause, and related Facebook pages have seen a sharp increase in membership.

One such page, Boycott USA: Buy French and European Products, run by farmer Edouard Roussez from northern France, has amassed nearly 19,000 members.

Which Companies Are Targeted?

In an interview with Ouest France, Roussez explained that the primary targets of this boycott are companies that supported Donald Trump’s presidential campaign, such as Airbnb, PayPal, Tesla, and Amazon. Following them are tech giants like Google, Apple, Facebook, Amazon, and Microsoft (collectively known as GAFAM), and finally, products manufactured in the United States.

The purpose of this movement is to deliver an economic blow to the Trump administration’s ongoing trade wars. However, BFM Business points out that grassroots boycotts of this nature rarely succeed. Why is that?

Why Is Boycotting American Brands in France So Difficult?

One of the most dominant American brands in French retail networks is Coca-Cola. According to LSA, Coca-Cola generates approximately €2.3 billion (around 3.3 trillion won) annually in France. Its major products include Coca-Cola, Fanta, Sprite, Tropico, FuzeTea, and Minute Maid.

Another strong presence is Procter & Gamble (P&G), which generates around €2 billion (approximately 2.9 trillion won) in annual revenue in France. The company owns a wide array of household brands, including Apaisyl. Other American conglomerates like Mondelez, Mars, and PepsiCo also earn substantial revenue in France.

Mondelez products are sold in 93% of French households, with brands like Milka, Oreo, Cadbury, and LU under its belt. Mars, through its chocolate and pet food businesses, earns about €1.75 billion (around 2.5 trillion won) annually. PepsiCo’s extensive portfolio—Pepsi, 7Up, Lipton, Lay’s, Doritos, and Cheetos—has deeply embedded itself in French consumer daily life.

In addition to these consumer goods giants, American tech companies play an even more significant role in the French economy. Meta (formerly Facebook) generates nearly €1 billion annually, while Netflix exceeds €1.5 billion. Microsoft earns around €5 billion, Apple’s revenue is even higher, and Amazon recorded €10.5 billion (about 15 trillion won) in sales in France in 2022.

While experts suggest that a boycott of these tech companies might be effective, they also note that these brands have become so deeply ingrained in French daily life that executing such a boycott is highly challenging.

Furthermore, the impact of American companies' local subsidiaries and factories on employment in France cannot be overlooked. Approximately 4500 companies with American capital employ around 400,000 French workers, with 40% of them working in manufacturing sectors.

For instance, M&M’s chocolates are produced in Haguenau, Alsace, France. Pepsi beverages are manufactured in Saint-Alban-les-Eaux, Loire. Amazon operates over 30 logistics centers across France, employing around 22,000 people.

In the Paris and Île-de-France region alone, about 200,000 people are employed by American companies, with major employers including Disneyland Paris, General Electric, and Otis. In the Auvergne-Rhône-Alpes region, another 40,000 to 50,000 people work for American corporations, such as FedEx, Owens-Illinois, and Caterpillar.

Conclusion

The effectiveness of a boycott on American products in impacting the Trump administration or the U.S. economy remains uncertain. In fact, experts argue that such a boycott may instead have a negative impact on the French economy. American corporations in France play a multifaceted role beyond mere product sales, contributing to manufacturing, distribution, and employment. Therefore, the long-term sustainability of this boycott remains uncertain, according to experts.

Eco-journalist KOO ecopresso23@gmail.com