Boycott, when consumers engage world: This article explores the topic in depth.
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Boycott. Furthermore, when consumers engage world:
For those who are far from wars or injustices, but who feels concerned, the boycott has become a privileged weapon. Therefore, This means of resisting extends: brands. Similarly, products and even holiday destinations are the target, a gesture that customers and businesses are increasingly assuming.
This can start with a trivial gesture: get your phone out, open an application, scan a barcode. Moreover, A small reflex that will lead to a moral verdict: does it make this packet of cookies make you a consumer. Moreover, a consumer like the others? Consequently, Or an accomplice?
This is what the #Nothanks application offers in particular. Therefore, “It’s really simple and easy to use: the application proposes to choose a list of companies to boycott. Consequently, You also have the possibility of scanning a barcode and the app tells you if you can buy it … Nevertheless, or boycott, when consumers engage world not”, it is explained to new user and users.
The application. Therefore, which claims more than 10 million downloads, targets of brands, according to her, in Israel, such as McDonald’s, Starbucks or Adidas.
>> Read also: To protest against the war in Gaza. In addition, the boycott weapon spreads to the Middle East
Its creator, the Palestinian student Ahmed Bashbash, lost part of his family after October 7. Therefore, “The idea of my application was simply to avoid that what happened to me does not happen again for. Similarly, another boycott, when consumers engage world Palestinian. Moreover, It may be a minimal gesture, but it matters. However, It is not anti-Semitic, contrary to what we sometimes hear. Therefore, We just don’t want to be accomplices of this genocide is the meaning of the boycott.”
And #Nothanks is not isolated. Other applications exist: in France, “destroy yourself” classifies companies according to their supposed support for Donald Trump. “Boycott Russia” was launched after the invasion of Ukraine. Some Chinese brands are also targeted to use forced work.
>> Read also: The boycott of American products is gaining ground in boycott, when consumers engage world Switzerland and Europe
Boycott, when consumers engage world
Mr. Boycott. the first ostracized – Boycott, when consumers engage world
Before becoming a militant act, the boycott was born from a very special moment in history, in a village in Ireland, around a proper name that has become verb.
“There was indeed a boycott man at the origin of the word and the concept. He was Captain Charles Cunningham Boycott. Irish landowner at the end of the 19th century,” says Laurence Fort-Rioche, associate professor in marketing at the Rennes Higher School of Trade.
“This ‘Landlord’ did not treat his farmers well. One day. the latter decided to bond to make it block against this Boycott and to strike him with ostracism, by literally putting him in quarantine, him and his family, by breaking all his social ties. Even the factor of the village has put himself there and refused to deliver his mail. she says.
Since then, the word has remained, but it boycott, when consumers engage world has gained another magnitude.
The long -term effects should not be overlooked such as the impact on brand image or loyalty
Knowing who decides on those who will find themselves on the blacklist is a crucial issue. Because often, behind the citizen gesture, there are militant collectives, NGOs or even states. Sometimes a simple tweet is enough to trigger mechanics.
“The boycott, at first, will have an impact on sales of the affected brand. This is the immediate effect,” explains Laurence Fort-Rioche. “But long -term effects should not be overlooked such as the impact on brand image. loyalty, which can be temporary or final.”
Concretely, Starbucks, for example, announces more than $ 15 million in losses. McDonald’s recognizes a drop in income in the Middle East. Tesla saw its April sales fall by almost 50% in boycott, when consumers engage world Europe, and up to 76% in Germany.
Borny destinations
The boycott is no longer limited to the products: it now gives up the plane or the boat. Refusing to go to Miami, Tel Aviv or Beijing has become a political act. Some European agencies speak of a 30% drop in reservations to the United States or Israel. The same trend is observed for China or Saudi Arabia.
>> Review the subject of 7:30 p.m. on Swiss tourists and the United States:
>> Lire : Swiss tourists sulk the boycott, when consumers engage world United States, especially young people
In the ports, dockers also set foot on the walls. In Rotterdam, Göteborg, Casablanca or Fos-sur-Mer, entire cargoes have been blocked in recent months. American products or military equipment to Israel have been refused, in the name of assumed solidarity.
The reaction is crucial
On the business side. investment funds discreetly leave markets deemed too sensitive, to avoid scandal or preserve their image.
However, the efficiency of the boycott is not always verified. For the professor of economic sociology Philip Balsiger. it depends on the target, the moment, and especially on the media echo. “What is important are the substitutes. It is always easier to boycott when you have something else to buy instead,” he said.
The worst option is silence. Today, with social networks, a poorly managed crisis can last a very long time
And then everything is played out in the reaction of the boycotted entity. An answer too lively or no response at all: in both cases, the effect can be devastating. “The worst option is silence. Today, with social networks, a poorly managed crisis can last a very long time,” notes the sociologist.
The power of the collective
Some brands never get up: Perrier for example has never found his level before the benzene. crisis in 1988.
If the boycott is not new-Nestlé. South Africa or Total have already passed there-a truth is essential: at a time when a click can wave an image, the power of the collective should not be underestimated.
Radio subject: Zoé Decker
Text Web: Katharina Kubicek
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