Voting with our wallets – do boycotts still work in a consumer society?

By: Trademagazin Date: 2025. 03. 21. 11:34

In recent years, news about consumer boycotts has been popping up again and again: political involvement, international conflicts, or even the content of an advertising campaign is enough for tens of thousands of people to decide – temporarily or permanently – to turn their backs on a brand. But do these actions really have an effect? And what does it take for a boycott to be truly effective? – asks the G7 article.

The Origin of Consumer Resistance: From Mr. Boycott to Elon Musk

The origin of the word boycott dates back to the 1880s, when an Irish community took action against social injustice by not buying the products of landowner Charles Boycott. Merchants turned away from him, workers abandoned him, and he eventually had to leave the country. The incident became so iconic that his name lives on today as a symbol of collective rejection.

But he was not the first. There was already an example of “silent resistance” in 1791: some English people refused to buy sugar if it was produced by slave labor. Sugar consumption fell by a third, and stores appeared with “free people’s sugar”.

Effectiveness: sometimes it works

Throughout history, there have been several examples of how consumer action can work. For example, the 13-month bus boycott led by Martin Luther King in Alabama led to a change in legislation: racial segregation on public transport was abolished.

However, recent boycotts have shown a mixed picture. Tesla, for example, suffered significant losses after a mass exodus from the brand in Europe due to Elon Musk’s political statements. In the case of Bud Light beer, sales fell by 17% after the campaign launched with a transgender influencer, the parent company lost more than a billion dollars and lost a significant part of its former supporter base.

Boycott at the corporate level – the example of Russia

Not only consumers, but also companies are boycotting: more than a thousand companies announced that they would suspend their activities in Russia after the invasion of Ukraine. Opinions are divided about the economic effects of this – although the gesture is strong, it did not significantly weaken the Russian military industry.

Polish consumers, on the other hand, achieved tangible results: when they put pressure on companies such as Auchan or Decathlon, the latter were forced to shut down their operations in Russia. This is a rare and spectacular example of the success of unorganized, but mass action.