As Europe faced war in Ukraine, US tariffs and threats over Greenland in early 2026, Euroconsumers surveyed nearly 10,000 citizens across ten countries to understand how they see Europe’s place in a shifting world. The results are clear: 70% want the EU to respond to US tariffs with counter-measures, 44% have already cut back on American goods, 80% want the EU to invest in its own technology, and 72% back Denmark and Greenland even at a personal economic cost. This report shows that Europeans are not passive observers: through their choices and trust, they are shaping markets and sending signals businesses and policymakers cannot afford to ignore.
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