A significant number of Americans support consumer boycotts targeting corporations in response to certain actions, according to a new study.
According to a recent survey by research firm and lending marketplace LendingTree, 31 percent of U.S. consumers say they have boycotted a business in the past.
By generation, Gen Zers aged 18 to 28 were found to be the most likely to participate in a boycott at 37 percent, while 59 percent of this group also said they have researched a businesses values and stances before shopping there.
Why It Matters
A number of America’s largest corporations have faced boycotts in recent months, with Starbucks, Amazon and Home Depot currently seeing calls for shoppers to refrain from their stores and online services.
Many of these boycotts have been driven by progressive groups who have expressed concerns over workers’ rights and company tax avoidance, as well as backlash to companies scaling back diversity hiring commitments. LendingTree’s survey revealed that those who are in favor of this form of targeted action span age groups and the political spectrum.
What To Know
LendingTree conducted its survey of 2,050 American consumers aged 18 to 79 from May 14 to May 16. Of those who said they had boycotted a business, 43 percent cited perceived discrimination by the company as the reason, 44 percent mentioned their objection to a political donation or affiliation, and 29 percent to religious messaging or practices.
Diversity, equity and inclusion (DEI) proved to be an issue that split respondents along party lines. Forty-five percent of consumers said they were more likely to support a business that promotes DEI policies, though 21 percent said this would make them less likely to do so. Of the latter group, 29 percent of Republicans and 16 percent of Democrats said they were less likely to support a pro-DEI business. The handling of DEI policies has been central in the recent boycotts of McDonald’s, Target and Walmart, who scaled back certain diversity-focused initiatives at the beginning of this year.
Whether they have participated or not, the survey revealed that 45 percent of consumers look into a company’s values and stances before shopping there.
LendingTree also found that anti-boycott sentiment to be a significant force, with 23 percent of respondents saying they had supported a business specifically because it was the target of a boycott. Republicans (31 percent) were more like to participating in these “reverse boycotts” than Democrats (20 percent).
What People Are Saying
LendingTree chief consumer finance analyst Matt Schulz said: “There’s no doubt that lots of Americans are aware of the political leanings of many of the businesses they frequent, but the fact that 45 percent of consumers look into a company’s politics before buying from them is pretty shocking.”
“Any company that attempts to downplay the importance of politics in their customers’ shopping choices does so at its own peril,” he added. “Your potential customers are listening closely to what your business says, whether you like it or not.”
What Happens Next?
Boycotts led by the grassroots group The People’s Union USA are currently targeting Amazon, Home Depot and Starbucks.
John Schwarz, the group’s founder, has also called for a Fourth of July boycott. In a video posted to Instagram, Schwarz encouraged consumers to avoid celebrations, fireworks and “big store spending” in a protest against the presidency of Donald Trump.
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