From the shopping cart to the playlist, the defense of Arctic sovereignty also involves daily choices. The anti-US boycott is mounting in Denmark: over 95 thousand people have joined the group “Boycott American products” (“Boykot varer fra USA”), born in response to Donald Trump’s claims on Greenland. ## The boycott as a political response Coca-Cola, Heinz, Netflix, Amazon: the range of Stars and Stripes brands targeted is vast. And the counter is running: up to 500 new members per day after the tycoon’s latest releases, according to what the TV 2 Kosmopol broadcaster reports. ## From streaming services to the shopping cart In the posts, the Danes exchange tips to replace US brands with national and European alternatives: stop Netflix, YouTube and Prime subscriptions, in TV 2 Play, Drtv and Viaplay. The shopping cart also changes: less Coca-Cola, Heinz and American wines, more European labels. ## The testimonies of the promoters “I gave up US wines, nuts, barbecue sauce, chips and streaming services,” said Bo Albertus, one of the promoters, who does not consider the use of Facebook to coordinate the boycott “a double standard”. “It’s a conscious choice, a necessary evil to reach more people,” he explained. ## The economic impact according to experts The impact, according to experts, can be concrete. “Questioning brands that are based on American identity reduces their value,” observed the professor of economics and management at the University of Southern Denmark. ## From digital platforms to travel and investments The hardest blow, in his opinion, is digital: “If many abandon US platforms, the consequences will be felt.” Then there are “travel and investments”: giving up the United States as a tourist destination and reviewing the stock portfolio become other levers of pressure.

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