The Rise of Conscious Consumption

Rosenfeldt, a Copenhagen-based digital marketing professional, conceived the idea for “Made O’Meter” after joining a Facebook group of like-minded Danes seeking practical ways to boycott US goods. “Many people were frustrated and thinking: ‘How do we actually do this?’,” Rosenfeldt, 53, recalled. “If you use a barcode scanner, it’s difficult to see if a product is truly American or not, if it’s Danish or not. And if you don’t know that, you really can’t make a conscious decision.”

The latest version of “Made O’Meter” leverages artificial intelligence to identify and analyze multiple products simultaneously, offering recommendations for similar alternatives manufactured in Europe. Users can customize preferences, such as excluding all US brands or prioritizing products solely from European Union member states. The application boasts a claimed accuracy rate exceeding 95%.

“By using artificial intelligence, you can take a picture of a product… and it can do a deep search to find the correct information about the product on many levels,” Rosenfeldt explained during a demonstration at a Copenhagen grocery store. “That way, you have information you can use to make decisions about what you believe is right.”

Beyond Greenland: A Broader Discontent

While the initial surge in downloads coincided with the Greenland controversy, usage had waned before Trump intensified his rhetoric regarding the potential US acquisition of the strategically important and mineral-rich Arctic island. The app experienced a peak on January 23rd, with nearly 40,000 scans in a single day, compared to an average of 500 daily scans during the previous summer. Although usage has since decreased, Rosenfeldt noted approximately 5,000 scans per day this week, with “Made O’Meter” utilized by over 20,000 people in Denmark, as well as users in Germany, Spain, Italy, and even Venezuela.

Rosenfeldt described the movement as becoming “much more personal,” reflecting a sense of “losing an ally and a friend.” Trump initially announced plans to impose new tariffs on Denmark and seven other European countries that opposed his claims over Greenland, but abruptly retracted the threats after reaching a “framework” for an agreement regarding access to Greenland with the assistance of NATO Secretary-General Mark Rutte. Details of this agreement remain scarce.

The United States initiated technical discussions in late January to forge an Arctic security agreement with Denmark and Greenland, though both nations maintain that sovereignty is non-negotiable. U.S. Department of State – U.S. Security Cooperation with Greenland and Denmark

Rosenfeldt acknowledges that these boycotts are unlikely to significantly impact the US economy, but hopes to send a message to retailers and encourage greater reliance on European producers. “Maybe we can send a signal and people will listen, and we can make a change,” he added.

A Second App Joins the Movement

Another Danish application, “NonUSA,” surpassed 100,000 downloads in early February. Its creator, 21-year-old Jonas Pipper, reported over 25,000 downloads on January 21st, with 526 product scans occurring simultaneously at one point. Approximately 46,000 users are in Denmark, and around 10,000 are in Germany.

“We noticed that some users said they felt like some pressure was being taken off,” Pipper commented. “They feel like they somehow regained power in this situation.”

However, the practical impact of these applications remains questionable. Christina Gravert, an associate professor of economics at the University of Copenhagen, points out that US products constitute only a small percentage – “around one to three percent” – of items on Danish grocery store shelves, primarily including nuts, wines, and sweets. Christina Gravert – KVINFO

“If you really want to have an impact, that’s where you should start,” she suggested. Ironically, both “Made O’Meter” and “NonUSA” are downloaded from Apple’s App Store and Google’s Play Store.

Gravert, specializing in behavioral economics, notes that boycotts of this nature are often short-lived, and genuine change typically requires organized effort rather than individual consumer actions. “It could be interesting for large supermarket brands to say, well, we’re not going to carry these products because consumers don’t want to buy them,” she commented. “If you think about large companies, this could have some kind of impact on the imports they make.”

Recent shoppers exiting a Copenhagen grocery store expressed divided opinions. “We boycott, but we don’t know all the American products. So, it’s mainly the most well-known brands,” said Morten Nielsen, 68, a retired Navy veteran. “It’s a personal feeling… we feel like we’re doing something, even if it’s not much.”

“I love the United States, I love traveling in the United States,” said Charlotte Fuglsang, a 63-year-old retiree. “I don’t think we should protest in this way.”

Frequently Asked Questions About Boycotting US Products

• What is “Made O’Meter” and how does it work? “Made O’Meter” is a mobile application that uses artificial intelligence to scan product barcodes and determine their country of origin, helping consumers identify and avoid US-made goods.
• Is boycotting US products an effective form of protest? While the direct economic impact may be limited, the apps aim to send a message to retailers and encourage a shift towards European products.
• How many people are using these boycott apps? “Made O’Meter” has surpassed 100,000 downloads, while “NonUSA” has exceeded 100,000, with a significant user base in Denmark and growing numbers in other European countries.
• What percentage of products in Danish supermarkets are actually from the US? According to experts, US products represent a relatively small portion – around 1-3% – of items found on Danish grocery store shelves.
• Are there alternatives to boycotting products to express political views? Consumers can also engage in political activism, contact their representatives, and support organizations advocating for their values.
• Do these apps work on all products? While the apps claim high accuracy, identifying a product’s true origin can be complex due to global supply chains and component sourcing.