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Consumer boycotts are gaining momentum as shoppers push back against brands scaling back diversity, equity, and inclusion (DEI) initiatives and other social commitments. The one-day February 28 economic blackout — a day of halted spending in protest — marked the beginning of an escalating movement. Throughout March, major companies like Target and Amazon are facing extended boycotts, lasting from a single day to weeks.
According to new CivicScience data, 41% of U.S. adults plan to boycott a major retailer this month – 28% are currently participating in one, and another 13% aren’t currently but plan to. Gen Z adults aged 18-29, women, Democrats, and high-income households earning over $150K annually are the most likely to participate in a boycott this month.
Among brands facing boycotts, Amazon Prime members are most likely to participate in one this month, followed by Target customers and Walmart customers (whose boycotts start in April).
Use our Data: CivicScience clients leverage this data to anticipate the influence of boycotts on their bottom line, allowing them to stay ahead of trends that could shape customer growth and retention in an uncertain economic environment.
Data also show that a consumer’s go-to source for breaking news influences whether they’re participating in a brand boycott this month. Among those who prioritize breaking news, Americans who rely on radio broadcasts are the most likely to be already boycotting a brand this month or planning to, followed by those who watch national networks or cable news channels. On the other hand, people who turn to local news are the least likely to report joining a boycott.
Answer our Poll: Have you ever participated in a boycott?
Furthermore, CivicScience’s ongoing tracking shows that 47% of U.S. adults are willing to boycott brands that support opposing causes — a figure that has remained relatively steady in recent years. However, it’s significantly lower than early COVID levels. A larger share of consumers believe brands should avoid taking stances on social issues, though this sentiment has declined in the past quarter. Meanwhile, a notable portion of consumers continue to favor brands that align with their values, a trend that has held steady. Lastly, consumers are the least likely to report researching brands’ positions on social issues, with little change over the past few years.
Join the Conversation: To what extent do you approve or disapprove of companies taking bold stances on social issues?
As more brands take or alter their stance on DEI and other social issues, will consumer boycotts become the norm? As demonstrated by the Economic Blackout last month, boycotts are becoming a powerful tool for shoppers to express their values — and data suggests this momentum isn’t slowing down. With nearly half of U.S. adults willing to boycott brands that support opposing causes and a growing number of Americans believing that brands should not stay away from social issues, the road ahead may require a delicate balancing act for brands as they weigh social responsibility with consumer sentiment to maintain trust and loyalty.
