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How Should US Brands Navigate Trust Issues Abroad?
Key Points
- Rising skepticism and geopolitical shifts have made consumer trust a material risk that boards should actively oversee.
- Directors should ask for unfiltered data on brand sentiment and hold management accountable for long-term reputational health.
- Boards can mitigate risks by tying executive compensation to trust metrics and localized branding strategies.
This AI-generated summary, based on content on this page, was reviewed by NACD editors for accuracy.
American companies are facing increased skepticism from foreign consumers. Here's how boards can help management address that reputational risk.
The geopolitical landscape poses numerous challenges to American firms, from military conflicts in Europe and the Middle East to supply chain upheaval across multiple continents. In recent years, however, directors on the boards of US companies have been forced to reckon with a qualitative disruptor as well: A growing number of consumers in foreign markets don’t trust American brands.
A 2025 global survey from Ipsos Group, for instance, found ...
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Noah Kirsch is a contributing writer for Directorship and Directorship Online.
