This time last year, marketers watched in real time as the Bud Light boycott put a spotlight on influencer marketing, brand boycotts and a backlash to so-called “woke” advertising. The impact of the boycotts had marketers quickly moving to be more risk averse in their marketing and advertising efforts.
Even so, brand boycotts continue apace this year with the likes of Planet Fitness, McDonald’s and others grappling with their own boycotts in recent months. While the reasons for the boycotts vary, there’s a recognition among marketers now that a brand boycott could happen regardless of their efforts – and for reasons outside of marketing and advertising – that will need to be dealt with.
“There’s this proliferation of boycotting or canceling even if you don’t have any engagement or interaction with this brand,” said Audrey Chee-Read, principal analyst at Forrester, when asked about the current landscape of brand cancelations. “Seeing people cancel or boycott, using those kinds of terminologies even if they’re not, for example, a Planet Fitness member at all. We’re in this age where it’s really more about focusing on hurting a brand reputation than it is about bottom lines.”
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