CEO Playbook: Exploring Public Opinion on NATO, Greenland, CEO Expectations, and the Trump Administration

The next year will test corporate leaders’ instincts about when to engage, when to stay quiet, and how geopolitical risk intersects with brand, workforce, and investor confidence. This memo brings together public opinion on NATO, U.S. relations with allies, Greenland, and consumer expectations of CEOs under the Trump administration to answer a practical question: What does the public expect from business leaders when global politics become unpredictable?

Morning Consult approaches geopolitical events through the lens of public sentiment, recognizing that shifts in global politics ultimately manifest as changes in consumer behavior, stakeholder expectations, and market risk. By tracking opinion in near real time across countries, demographics, and issues, Morning Consult helps leaders move beyond headlines to understand what is actually breaking through, where views are soft or unsettled, and how narratives are evolving.

Executive Summary

NATO

• Americans broadly view NATO positively, though many lack strong opinions. Six in ten adults (59%) say U.S. membership in NATO has been good for the country, while just 16% say it has been bad. A quarter (25%) have no opinion.
• A majority want to stay in NATO. When forced to choose, 52% say the U.S. should remain in NATO because the benefits outweigh the costs, compared to 19% who favor leaving. Nearly three in ten (29%) are unsure.
• One in four believe military action against NATO allies is likely. A quarter of adults (25%) say it is very likely or certain that the U.S. will take military action against a NATO ally during the Trump administration. Another 38% see it as 50-50 odds.

Greenland

• Americans reject aggressive approaches to acquiring Greenland. While 30% support buying Greenland, support drops to 25% for economic coercion and just 16% for military action. Majorities oppose all three approaches.
• Allied relationships trump Greenland ambitions. More than half (53%) say the U.S. should prioritize maintaining strong relationships with European allies over acquiring Greenland, compared to 22% who prioritize the acquisition.

CEO Expectations 

• Two in 5 Americans say CEOs who criticize Trump are acting responsibly, but only 28% say they should speak out publicly. If a CEO publicly praised Trump, 38% would view the company less favorably.
• CEOs expected to stay neutral on most policy areas, but economic issues see more appetite for engagement. Pluralities say CEOs should neither support nor oppose Trump's policies across most issues. The economy (37% support) and health care (39% support) see the most openness to CEO backing.

Methodology

Morning Consult conducted a survey of 1,001 U.S. adults on Jan. 20, 2026. The interviews were conducted online and the data were weighted to approximate a target sample of adults based on age, gender, race, educational attainment, region, gender by age, and race by educational attainment. The full survey results have a margin of error of +/- 3 percentage points.

Six in Ten Say NATO Membership Is Good for the U.S.

Americans have a favorable view of NATO's value to the United States. Nearly six in ten (59%) say U.S. membership has been good for the country, including 29% who say it has been very good. Just 16% view membership negatively, while a quarter (25%) have no opinion—suggesting room for persuasion on both sides.

Keeping Peace in Europe Seen as NATO's Top Achievement

When asked about NATO's biggest accomplishment, keeping peace in Europe and preventing a major war tops the list at 28%. Strengthening U.S. global leadership (16%) and promoting democracy in former Soviet countries (10%) follow. Notably, only 8% cite countering Russian aggression. A third (32%) have no opinion.

"Fair Share" Complaints Top List of NATO Criticisms

Among those who see problems with NATO, the perception that other members don't pay their fair share leads at 22%. Concerns about being dragged into unnecessary conflicts (14%) and the alliance being outdated (11%) follow. Just 6% say NATO has provoked Russia through expansion. Nearly four in ten (39%) have no opinion.

Majority Favor Staying in NATO

When asked to choose between staying in or leaving NATO, a majority (52%) say the U.S. should remain because the benefits outweigh the costs. Just 19% favor leaving. However, 29% are unsure—a substantial persuadable segment.

One in Four See Military Action Against NATO Allies as Likely

A quarter of Americans (25%) believe it is very likely or absolutely certain that the U.S. will take military action against one or more NATO allies during the Trump administration. Another 38% put the odds at 50-50, while 38% see it as unlikely or impossible.

Americans Oppose All Approaches to Acquiring Greenland

Majorities oppose each proposed method for acquiring Greenland from Denmark. Opposition is strongest for military action (60% oppose, including 47% strongly), followed by economic coercion (51% oppose) and purchasing (45% oppose). Only 16% support military action, while 30% support a purchase.

Arguments for Greenland Acquisition Have Limited Appeal

No argument in favor of acquiring Greenland convinces a majority. The most persuasive rationales are strategic positioning against China and Russia (49% find at least somewhat convincing) and Greenland's strategic location for national security (48%). The argument that Greenland would be better off under U.S. control is least convincing (37%).

Majority Prioritize Allied Relationships Over Greenland

When forced to choose, 53% say the U.S. should prioritize maintaining strong relationships with European allies over pursuing Greenland. Just 22% prioritize the acquisition, while 25% are unsure.

ICE Enforcement Making Headlines

More than three-quarters (77%) have seen at least some news about ICE enforcement activities in Minneapolis, with 54% saying they've seen "a lot." The Greenland story has also cut through: 71% have seen at least some coverage.

Public Split on Company Cooperation with ICE

Americans are divided on how companies should handle ICE enforcement. About a third (32%) say companies should comply with legal requirements but not voluntarily assist beyond that. Similar shares say companies should cooperate fully (23%) or actively resist (22%). A fifth (22%) are unsure.

Americans Want CEOs to Speak Up When They Disagree with Trump

A plurality (28%) say CEOs should speak out publicly when they disagree with the president's policies. About a fifth (22%) prefer private engagement, while 17% say CEOs should publicly support Trump's policies. Just 13% say CEOs should avoid meeting with him altogether.

Majority Say CEOs Who Criticize Trump Are Acting Responsibly

Four in ten (41%) say CEOs who publicly criticize Trump's policies are acting responsibly, while 35% say they're acting irresponsibly. A quarter (24%) have no opinion.

CEO Praise of Trump Polarizes Consumers

If a CEO publicly praised Trump, 38% would view the company less favorably, while 25% would view it more favorably. A plurality (37%) say it wouldn't change their opinion.

CEOs Expected to Stay Neutral on Most Trump Policy Areas

On most issues, pluralities say CEOs should neither publicly support nor oppose Trump's policies. The strongest preference for neutrality is on LGBTQ+ rights (45%) and military action (41%). Economic policy sees the most appetite for public support (37% support vs. 31% oppose).