American multinational corporations are facing sharper global skepticism than firms from any other major economy, with citizens across regions increasingly linking US companies to ethical lapses, environmental neglect, and negative economic impact, according to a new Ipsos global study
“In today’s fragmented world, a multinational corporation’s ‘country of origin’ acts like a passport, and it’s being scrutinized at every border,” the report notes, warning that this passport can either “grant privileged access or, as the Ipsos data reveals, create significant barriers”
The study, titled Impacts of Multinational Corporations: What citizen-consumers want from foreign companies doing business in their country, surveyed more than 23,500 adults across 31 countries between October and November 2025. Its findings suggest that long-standing assumptions about “Brand America” are eroding.
End of American exceptionalism?
Ipsos frames the shift bluntly. “In the past American Exceptionalism has meant something very different,” the report states. “Now we see stronger negatives associated with American companies than for companies from any other major economic power”
The reputational damage, Ipsos says, is closely tied to broader geopolitical turbulence. “Turbulence is generated by social, political, and economic stresses that are beyond the control of corporate leadership,” the report observes, adding that companies are increasingly “at the mercy of these turbulent times”
mong all headquarters countries assessed, the US stands out. Ipsos found that “the US has nearly twice as many respondents globally who rate their country’s relationship as poor as any other country,” with negative attitudes driven largely by Canada and Europe
Jobs first, ethics second
Despite the backlash, the research shows a clear and pragmatic set of expectations from multinational firms. “Globally, jobs and investment are at the top of people’s list for what they want from multinational corporations,” Ipsos found, especially in economically developing regions such as MENA and Latin America.
In contrast, “in more economically secure markets, ethics (North America and APAC) and treating workers fairly (Europe) are stronger expectations,” the report says. Product safety and environmental responsibility, while still relevant, are described as “relatively less important globally”
This gap between expectations and perceptions appears most pronounced for US companies. Ipsos notes that “US companies are perceived to be less concerned about the environment than companies from nearly any country,” calling it “a particular problem in Canada and Europe”
Canada and Germany outperform
By contrast, Canadian companies enjoy a strong global reputation. “Canadian companies have much more positive than negative associations globally,” Ipsos found, with even regions expressing uncertainty still rating them as “a net positive”
German companies also perform well. The report says they are “much more likely to be associated with positive attributes than negative attributes,” particularly in Europe, where they are widely seen “as a source of jobs and investment” .
Japanese and South Korean firms similarly benefit from positive perceptions around investment and fair practices, especially in APAC markets
China and India face skepticism
Chinese companies draw the strongest pushback overall. “Chinese companies provoke much more negative feedback than companies from other markets,” Ipsos notes, with concerns particularly pronounced in Europe and North America around “investment, worker treatment, and safety”
Indian companies fare slightly better but still struggle. “Indian companies provoke a bit less negative feedback than Chinese companies, but still more than companies from most other markets,” the report says, adding that European respondents are especially critical on jobs, worker treatment, and product safety.
Becoming ‘local’ in a global world
Ipsos argues that multinational corporations still have room to act. “Countering the turbulence generated by social, political, and economic stresses entails understanding the needs of target markets,” the report states, urging firms to become more “local” or at least “global,” rather than being defined solely by their home country
The message to global businesses is clear: country of origin now shapes trust as much as corporate conduct. As Ipsos puts it, in an era of geopolitical uncertainty, “the best [companies] can hope for is to understand the turbulence and work around it”
