In our current political climate, many wonder what boycotts against companies actually achieve—are they effective? These multifaceted, commercial giants investing in human rights violations and other crimes may seem invulnerable to boycotting, but it is important to remember the strength iof our numbers. Consumer boycotting has the potential to be extremely effective.
The Ethical Consumer states that a boycott “involves pledging not to buy from a company, based on a specific ethical issue.” Successful boycotts like the Montgomery bus boycott, where protestors opted to walk or drive rather than ride a racially-segregated bus system, prove that the current efforts aren’t without precedent.
Without a doubt, revenue and reputation has a huge influence on whether or not companies listen to their consumers. According to the Ethical Consumer’s article titled a “History of Successful Boycotts,” the 2012 to 2023 boycott against G4S due to their operation of prisons where Palestinians were “held without trial and subjected to torture” and their other illegal activities in the region led G4S to agree to sell off “all its remaining business in apartheid Israel.”
Media headlines covering boycotts are key to pressuring a company to change their behavior. According to Institution for Policy Research (IPR) associate Brayden King, a professor of management and organizations, it is rare for a boycott to hurt a company’s revenue, but it can negatively impact a company’s reputation. His research found that negative media coverage can “lead to a greater fall in stock prices and are more likely to cause a company to change its behavior,” especially if the company is well-known.
Considering this, we should vote with our money just as carefully as we would vote with our ballots. Minor differences of opinion between a company and consumer can be overlooked out of respect for diversity of thought, but companies invested and engaged in human rights violations or other unethical practices should face consequences. We shouldn’t be complicit in their crimes.
Boycotts aren’t always going to be effective, but it is inaccurate to call all boycotts ineffective from the get-go. One of the reasons boycotts fail is consumers’ lack of confidence—if people don’t believe they can make a difference, they may never even try to create change. However, if we move beyond doubt and towards determination, organization, and targeted pressure, we can actualize the power we have as consumers and hold businesses and organizations accountable for their actions.