In today’s world, people are more vocal than ever. They want to support good causes. They want to fight against injustice. One way they do that is through boycotting. But what is a boycott? And why are more people doing it now?
What Is a Boycott?
A boycott means to stop buying something. People purposefully stop using certain products or services. They are doing this as a way to express their dissatisfaction. They want the company to listen to them. In many cases, they want to stimulate change.
Sometimes a boycott will start with one person. Then more people join in. Over time, the momentum grows. The bigger the boycott, the louder the message.
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Why Do People Participate in a Boycott?
There are many reasons. People often boycott in order to protest unfair treatment. They recognize an organization belongs to somebody who is doing harm. The harm could be against people, against animals, or towards the planet in general. So, they decide that they will not spend any money with that organization.
Sometimes, people want justice for a specific group. They choose to refrain from purchasing products or services from organizations supporting an unfair system. This sends a clear message: “We will not support wrong.”
A Strategy for Change
Boycotting is a peaceful strategy. Also, boycotting does not require violence. People used their buying power. Buying power can push for fairness. Eventually, with enough people, buying is lost and money diminishes. The diminishing financial success triggers thought behind corporate decision-making. Eventually, some companies change their policy. They want to get back sales. So, they listen and change to make money. They have the potential for real change.
Boycotts that worked
Boycotts are not new, people have been boycotting for a long time. The most widely known is the 1950 anticivil rights bus boycott, in the U.S.A. The boycott was done to counter racism, anticapitalism, or whatever – it was successful in changing bad laws.
More recently people have boycotted brands that contribute to pollution, boycotts against fast fashion, boycotts against products tested on animals, etc. While the motivations changed, groups of courageous people stood up for what they believed was fair.
Boycotts and Human Rights
The biggest reason for boycotting is to defend human rights. People do not want to support businesses that harm workers. If a company pays no living wage or child labor, people will protest as they feel it is wrong. They believe that workers are entitled to dignity and respect. They should not make money through pain. That is in fact the difference.
Boycotting for Political Reasons
Sometimes, people boycott at a level concerning a country, or a government. If a country has done harm to others or has violated international laws, people act. They decide to stop buying anything related to that country. This type of boycotting is very impactful. It is a strong show of commitment to justice. Lots of people feel they must choose the oppressed side rather than the oppressor side.
Social Media Makes It Quick and Easy
Today, we have social media for sharing messages broadly and quickly. People post boycott lists. They may post their reasons for the boycott, in which case it can ease the way for others to understand the boycott, leading to more public participation.
With one single post, thousands of people can learn the truth. This creates a greater impact on the protest. Businesses are paying attention to social media posts now.
Why a Boycott over a Protest?
Not everyone can go to protests. For some, it is too unsafe and others may simply live too far away. Yet almost everyone buys food, clothing, or services at some stage. Boycotting is something anyone can do. It is done quietly but powerfully. At the point of sale, each individual is making a decision with their money (whatever the value). That speaks.
Is It Always Effective?
Boycotts do not always get immediate results. Companies sometimes will not pay any attention to the protest. Other boycotts eventually fade away. Some generate a significant effect. They raise awareness. They generate questions. Also they eventually shift a person’s mindset. Even with slow change, the message gets through. People want justice. People care deeply.
What Do Companies Do in Response?
Some companies respond by reversing mistakes. They cut out harmful practices. They make an effort to talk to the public. Also, they actively create better products. Some companies ignore the boycott altogether. They ignore the protest and hope it fades. However, silence is potentially more damaging.
Sometimes the company reacts with deception. They try and hide the truth. However, it is much harder to create lies in the world of online information. The truth can spread quickly. The truth can act aggressively and people are usually able to find the truth and people will respond accordingly.
Boycotting and Individual Values
Boycotts show what people believe. They reflect values. When a person joins a boycott, they say, “I care.” They stand for what is right. This builds self-respect. It provides solace. Even if change slows, the individual can feel good about themselves….they stay true to their values.
The Psychology of Boycotts
Boycotts are motivated by internal feelings. People boycott because they are angry, sad, or guilty (see end notes). This motivates action. Psychology demonstrates that when people take actions directed at a purpose they feel better about themselves. When an individual joins a boycott they sense themselves taking action and feel they are in control and that their actions are meaningful. This feeling of control provides hope and reduces feelings of helplessness.
Group Influence and Social Identity
Human beings are social creatures and often want to belong to a group. When people notice others joining boycotts – they subsequently feel the encouragement to join in as well. This concept is referred to as social identity by psychologists. This means individuals will act by values associated with their identified social group. Therefore many individuals partake in boycotts not just for social justice, but also for belonging, connecting, or participating in community or collectivist activity.
