Declining confidence in the US as a market among Danish top executives

A new survey from Lederne shows that Danish top executives increasingly view the United States as an uncertain market. Only 37 per cent believe that their company dares to invest in the US in the long term, while more than a quarter directly rule it out as a future opportunity.

-“This is a significant shift in attitudes toward a country that has traditionally been one of our close trading partners. The explanation is clearly the enormous unpredictability we have seen since Trump took office last year,” says Bodil Nordestgaard Ismiris, CEO of Lederne.

The survey is based on responses from nearly 400 top executives in the private sector and paints a picture of a business community that is increasingly seeking stability and predictability. As many as 96 per cent support Europe responding collectively with a joint economic countermeasure to the US – even if it could have negative consequences for their own company.

-“What we are seeing is a business community that is thinking beyond the next quarter. Danish top executives are fully aware of the short-term economic risk of standing firm against Trump. But they assess that the consequences could be far more serious – both economically and politically – in the long term if one gives in,” says Bodil Nordestgaard Ismiris.

Nearly eight out of ten executives believe that the EU is capable of finding a common response to US actions. The leaders see a clear link between growing American unpredictability and the desire for European unity.

-“The message from the country’s business leaders is clear: Europe must stand together and set clear boundaries. The goal is to create stability and protect European companies, jobs and the values on which our cooperation is built,” says Bodil Nordestgaard Ismiris.

Several companies have already begun to adjust. They are increasingly orienting themselves toward the European market and new global opportunities. According to Lederne, threats of punitive tariffs – even when they are not implemented – have left a deep mark on companies’ planning and risk management.

-“For many leaders, this is also about values and trust. They are calling for a Europe that dares to stand firm and take responsibility – knowing full well that it may require difficult and costly priorities in the here and now,” says Bodil Nordestgaard Ismiris.

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