New YouGov research reveals half of those who boycotted a brand say they still don’t use it
YouGov’s new Brand Boycotters report explores the nature of consumers that stop using a brand, and underlines how vital it is to placate their anger following adverse headlines. It shows that of those who stopped using a brand, half (48%) still don’t.
Product recalls are the top reason for boycotting a brand (55% of those who have stopped using a brand have done so for these reasons). A third (34%) stopped using a brand because of animals being mistreated; more than the 24% which were prompted by workers in the supply chain being treated badly.
YouGov’s report suggests that although some boycotting consumers do come back eventually, rarely do they use the brand as much as they did before. Indeed, half (48%) say they still do not use the brand, while a third (34%) went back to the brand they used it less often. Only 8% used it as much as previously.
Overall, three quarters (76%) of those who have boycotted a brand and no longer use it as much as they used to (if at all) say they “only buy products from companies that have ethics and values that I agree with”.
There have been a number of cases of brands getting in hot water with consumers over the past couple of years over issues such as product safety or not treating staff well enough. While it is not as straightforward as saying that every time a brand is seen to misbehave it will lose customers, there is a distinct proportion of consumers who will vote with their wallets.Photo source: iStock