A study conducted by the European Central Bank reveals that in the wake of the trade war initiated by US President Trump, European consumers are poised to curtail their purchases of American goods and services. According to a recent survey, participants expressed a keen interest in exploring non-American alternatives, driven primarily by tariffs and retaliatory measures imposed by the European Union, rather than solely by price considerations. This shift in sentiment may herald a lasting structural transformation in consumer preferences, signifying a gradual disengagement from American brands.