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1、BATTLEOFTHEWALLETS:THECHANGINGLANDSCAPEOFCONSUMERACTIVISMINTRODUCTIONTarget,Burberry,Starbucks,NewBalance,Marks&Spencer.Thesearejustafewofthecompaniesthathaverecentlybeenembroiledinconsumeractivistevents–asthetargetofboycottsorthebeneficiariesof“BUYcotts”(whereconsumersintenti
2、onallypurchaseacompany’sproductsorservicesinashowofsupport).Manysucheventstriggerdualreaction.Whileboycottsarenotnew,theyappeartobegainingfrequency,intensityandvisibility.AccordingtoFortune,between1990and2007,only213boycottswerementionedinthesixlargestU.S.newspapers.Bycontrast
3、,inthe200-plusdaysofitsexistence,theanti-Trump#GrabYourWalletcampaignalonehaslaunchedboycottsagainstover50companies.1Similarly,theUK-basedEthicalConsumerMagazinelisted52consumerboycottsasofJanuary2018andoffersethicalratingsonover10,000companiestoitssubscribers.2Withtheubiquity
4、ofsocialmediaandtheriseinpolarisation,consumeractivismisgrowingfastandfuriously.Wehavealsoseenthatconsumersareincreasinglybuyingfromcompaniestheysupport.AccordingtoWeberShandwick’sresearch,TheCompanybehindtheBrand:InGoodnessWeTrust,46%ofglobalconsumersareincreasinglybuyingfrom
5、companiesorbrandsthatmakethemfeelhappyandgood,and30%areincreasinglybuyingfromcompaniesthathaveasocialpurposeorstrivetomakeapositivecontributiontotheworldormarkettheyoperatein.3ItiswithinthiscontextthatWeberShandwickexploredconsumeractivism,tounderstandwhatdifferentiatesconsume
6、rswhovotewiththeirwalletsonewayortheother.WeberShandwickhasexaminedthemanyaspectsofcorporateandbrandactivisminrecentyears.Ourlatestresearchinvestigatesthemotivationsbehindboycottersvs.BUYcotters,thosewhoactivelysupportcompaniesandbrands,aswellastheirperceptionsabouttheimpactof
7、theiractionsandexpectationsforfuturepurchasedecision-making.Ourfindingspointnotonlytofactorsdrivingthegrowingintensityofconsumeractions,buttrendsthatmayindicateashiftinthedirectionoffutureactivism.Theimplicationsofourfindingsofferimportantguidelinesforhowcompaniesandbrandscann
8、avigate“walletactivism.”Weareataninflectionpointinconsumeract
