One of the great modifications that generational changes brought to consumption was the appearance, in a massive way, of the consumer with principles and of principles and ideals as a key element in the decision-making of companies.
Suddenly, companies needed to show ideals, have values and have communication oriented to them. These issues may have been confined to the realm of corporate social responsibility for years and may have become an element in getting a positive usa any phone number light on from time to time in the media. Now it was what consumers expected and what they had to do if they wanted to reach them.
The entry into mass consumption of millennials first and Generation Z later completely changed the rules of the game. Consumers had certain ethical and value expectations in relation to companies and wanted them to respond to their demands. They wanted them not simply to have the ultimate goal of making cash, but also to seek a certain impact on society.
But the truth is that consumers not only expected companies to have values and defend certain ideas, but also began to be much more critical of companies that did not have them or with those that had positions that were opposed to their own. In recent years, calls for boycotts have been recurring. Consumers call to stop consuming those companies and brands that conflict with what they defend.
Smoke or reality?
Are these boycotts dead paper and don’t they really have a significant impact on brands and companies and their sales figures? Some of the most popular and widely reported boycotts in the media ended up showing that their impact was limited. The one starring the companies themselves as advertisers (and clearly marked by what their consumers expect of them) on YouTube, when they discovered that their ads appeared with extremist content, was quite in borage water. Google’s revenue data did not drop and brands ended up being advertisers again. Nike’s , one of the most recent, did not have the impact its organizers predicted: Nike has just closed one of its best results.
Therefore, you can run the risk of thinking that all boycotts are the same and that, despite everything, they do not have as much impact on consumers. It can be concluded that much ado about nothing, that much call for a boycott, but little real action. And yet consumers may be joining the boycotts much more than you think.
A quarter of consumers are boycotting something
That is what allows a US study to conclude on the issue. 26% of consumers are currently actively boycotting a product, but the data is much higher in specific niches. 33% of millennials and 35% of Gen Xers boycotted a product or company in the past year. In parallel, six out of 10 are more likely to buy from companies or consume products that are linked to causes they support.
And, although those responsible for the study usa any phone number make it clear that it is likely that in the past consumers will increase the testimony of their boycotts (that is, that they say that they were part more than they actually did), the data shows that consumers want to be listened to and that consumption has become a kind of political weapon. We defend what we think and what we believe using how we consume for it.
The study also makes it possible to make a robot portrait of the consumer who joins the boycott. Based on the data, a man or parents of young children are more likely to join the boycott of a brand or product.