Boycott America

In early February, Scott Galloway expressed his discontent with tech CEOs for their close relationships with Donald Trump and actions taken after his inauguration, including dismantling diversity programs. He initiated the Resist and Unsubscribe campaign, urging consumers to cancel subscriptions to major tech companies like Amazon, Apple, Google, and Meta, positing that this non-participation would signal resistance against corporate complicity.

The Limitations of Boycotts

Despite a promising kickoff with 250,000 pageviews, research indicates that boycotts typically fail. Studies show that initial outrage leads to temporary support, but individuals often revert to previous behaviors once the emotional surge subsides. Historical examples like the boycotts against French wine during the Iraq War and Goya Foods demonstrate that consumer patterns commonly return to normal quickly, undermining the effectiveness of these campaigns.

Widespread Boycotting Trends

While Galloway is a notable marketing professor, numerous other groups are also launching boycotts from various political angles, targeting companies for a range of issues. Some suggested boycotts are impractical, calling for a total abstention from most consumer goods and services.

A New Approach: The “Boycott of Boycotts”

Rather than advancing organized boycotts, Galloway proposes a “Boycott of Boycotts,” encouraging individuals to make personal purchasing decisions based on their own values, budgets, and preferences. This concept promotes a more personal, non-coercive form of consumer activism, emphasizing autonomy in shopping choices without public pressure.