Consumers today are brilliant, and they know the power of their voice. This is thanks to the easy access to information and the power of social media, which spreads information instantly. They understand the weight of their collective voice and how their choices can drive meaningful change.
Platforms like X (formerly Twitter) and TikTok help to spread boycotts even faster; this is especially true when the content gets a high engagement.
If businesses don’t take precautions, they might experience huge losses, and the worst thing that could happen is that they might have to close down. Consumers are increasingly becoming a powerful force for change, which has been reflected in Hava’s Meaningful Brands™ Global Report.
What this means is that people are optimistic that they can drive meaningful change in society through their choices. Therefore, consumers are increasingly making their purchasing decisions based on a company’s values and ethical practices, and when a brand fails to align with those values, they are quick to take action, including boycotting.
What influences people to boycott something?
Boycotts are often driven by emotions, values, and the belief that taking action will have an impact. Research shows that people are more likely to participate in a boycott if they believe it can lead to positive change, or if it aligns with their personal values and boosts their sense of self-worth. On the other hand, people may choose not to join if they feel the boycott won’t make a difference or if it’s too difficult or costly to stop using the product in question. These factors play a key role in whether a boycott gains momentum or not.
How Businesses Can Avoid Being Boycotted?
No business is entirely immune to the risk of being boycotted, especially if they are practicing harmful actions that affect their customers. Today’s consumers are quick to react to unfair treatment or a lack of transparency. When people sense that a business operates with hidden motives, they become suspicious and may withdraw their support, potentially leading to a boycott.
1. Be honest, transparent and accountable
Honesty and transparency are the most basic foundations for every business to succeed. Consumers gravitate toward brands that operate with integrity and are upfront about their practices. Mistakes are inevitable, but how a business handles them makes all the difference.
While it’s challenging to regain trust once lost, businesses should never give up. Accountability must remain a top priority—acknowledging mistakes, apologizing sincerely, and taking corrective measures can go a long way in restoring consumer confidence. Not only that, addressing escalating issues must be done quickly with a genuine and transparent approach.
2. Listen to Your Customers
Listening to customers is a key way businesses can avoid boycotts. Make efforts to understand what customers expect and address concerns quickly to prevent backlash. Monitoring feedback through social media platforms and feedback on email or in-app can help businesses stay on track with what their customers currently think and feel.
It must not only be done quickly but in a timely and meaningful manner. What is important is to make customers feel reassured that they can trust and keep supporting the brand. This proactive approach will help avoid boycotts and also strengthen the relationship between the brand and its audience.
3. Avoid Tone-Deaf Marketing
When a sensitive issue is rapidly escalating, releasing insensitive content that ignores the ongoing situation can worsen the crisis. Audiences may feel disrespected and alienated, deepening their dissatisfaction and leading to a larger backlash. Brands must remain aware of the current social, cultural, and political climate before launching new campaigns or actions that could inadvertently trigger negative reactions.
To avoid this, businesses should actively monitor societal trends, show empathy, and tailor their messaging to reflect current concerns. Taking immediate action, such as issuing an apology, adjusting the campaign, or addressing the issue directly, can help mitigate the negative sentiment, restore trust, and prevent getting boycotted.
CHAGEE’s Tear & Win Event: Backlash, Apology, and Consumer Response
CHAGEE’s “Tear & Win” event, part of its 7th anniversary celebration, faced backlash due to transparency issues and concerns over how prizes were distributed. Customers criticized the event for favoring influencers and alleged employee misconduct, such as hiding or selectively giving out prizes. This led to a loss of trust, with many questioning the fairness of the event.
In response, CHAGEE issued a public apology, acknowledging the disappointment caused by the event and emphasizing that the behavior shown did not meet the company’s standards. They assured customers that they were investigating the situation and reviewing their procedures to maintain high standards. CHAGEE also announced a change to the event’s mechanics, replacing physical prizes with QR code slips that would allow customers to view their lucky draw results more transparently.
While the apology and changes were appreciated by some, others remained skeptical, questioning whether these efforts would fully address the issues. The failure to address transparency issues effectively damaged CHAGEE’s reputation. Without proactive steps to restore trust, the company risks further alienating its customers, potentially resulting in long-term boycotts or significant loss of support.
Final Thoughts
Consumer voices are powerful, and boycotts are becoming more common today. People want to support brands that share their values, which means businesses need to be transparent and accountable. To avoid being boycotted, companies should focus on being honest, listening to their customers, and being aware of social issues. By doing this, businesses can build strong, trusting relationships with their customers, which in return gain support from them.
