The World Faces an Era of Commercial Jealousy

Originally published in O Globo

The global geopolitical landscape, within which businesses operate, is undergoing profound transformations. For years, the world’s two largest economies have been straining their trade relations to the extent that it is no exaggeration to describe the situation today as a trade war. Threats of tariff imposition and retaliatory measures are the most visible symptoms, but what is truly at stake is the reorganization of global value chains.

This shift has reignited nationalist rhetoric in economic discourse. Narratives advocating the protection of national production and accusations against foreign governments and companies for breaking the rules of the game are proliferating. The slowdown of globalization is a widely discussed phenomenon, as are the opportunities and risks associated with trends such as productive relocation (friendshoring and nearshoring). However, one critical aspect of this new geopolitical configuration deserves closer attention: its impact on the behavior of not only governments but also businesses and consumers.

The concept that best captures this phenomenon is “commercial jealousy.” Introduced by the Scottish philosopher David Hume in the mid-18th century and later employed by Adam Smith in his critique of mercantilism, it is a straightforward notion: “Nothing is more usual among states that have made some progress in commerce than to look with suspicion upon the progress of their neighbors, considering all commercial states as rivals, and supposing they can only flourish at their own expense.” (David Hume, Of the Jealousy of Trade, 1751).

Hume identifies two central elements of this sentiment: suspicion toward imported products and a preference for domestic goods, particularly those in which a country believes it holds competitive advantages. As a form of passion, commercial jealousy can be easily stoked, prompting action – regardless of the consistency or validity of the arguments behind it. Such actions often manifest as attacks on foreign production and fervent defense of domestic industries.

We argue that the global economy has returned to operating under the influence of commercial jealousy. The tensions between the United States and China are the most prominent example, but Brazil is not exempt. A recent case involving Brazilian beef exports to France highlights this reality. This case supports the thesis that the resurgence of commercial jealousy impacts not only governments but also businesses and consumers. Companies are under pressure to align with nationalist agendas, whether due to governmental demands or public opinion. Meanwhile, consumers may be mobilized by campaigns encouraging the consumption of domestic products or the boycott of foreign goods as expressions of economic patriotism.

While this scenario is already challenging on its own, the resurgence of commercial jealousy in the 21st century unfolds within the complex context of contemporary public debates. These are increasingly shaped by the pervasive use of social media, the dynamics of disinformation, and the weakening of democratic systems.

For business leaders and communication professionals, the first step is to fully understand this emerging reality. By identifying signs of commercial jealousy in public debates and corporate narratives, they can avoid stances that exacerbate nationalist tensions. Moreover, it is crucial to be aware of the risks: emotional reactions (often instrumentalized and amplified through social media) can result in reputational crises or even boycotts, including those led by governments. Finally, organizations must develop communication strategies capable of navigating this volatile landscape – ideally fostering international cooperation while respecting national preferences.

Hamilton dos Santos

Leonardo Müller