Consumers can feel powerless when it comes to larger businesses. They might not like
things the company is doing or things about the product and they don’t know the best way to tell the executive team about their feelings.
This is what happened recently with Chick-Fil-A. When customers heard the owners thoughts against gay marriage, many banded together to use their buying power to boycott the product. But the supporters of the company staged their own event to pick a day to eat there to voice their appreciation for their stance.
The power of boycotts can have an impact but the problem can also be how long will the customers continue to stay away so the business truly feels the pressure and relents.
One boycott that had a big effect on life in the United States was the Montgomery Bus Boycott in 1955. This was started by Rosa Parks refusing to give up her seat to a white man on the bus in Montgomery, Ala. Parks was arrested and blacks in the area boycotted the busses for 381 days. The result was a trial and the Supreme Court ordering Montgomery to integrate its busses and this started the Civil Rights Movement.
If you want to read about other boycotts that had a major impact on our everyday life you can read “6 Business Boycotts that Actually Worked.”
Sandy Miller has been helping clients with marketing and advertising projects for over 15 years. In that time I have seen lots of changes but nothing as exciting as the introduction of social media.