What’s happening:

Consumers are becoming more deliberate about who they support and why. Brand loyalty now comes with an expectation of shared values and accountability, and when that alignment feels off, people are willing to take action. Boycotts have become a common expression of that mindset—less about outrage and more about personal choice. They reflect a growing sense that everyday decisions, from what we buy to what we watch, carry weight. Still, these choices are rarely simple. Many people balance conviction with convenience, often returning to brands once they’ve acknowledged mistakes or made changes. What’s emerging is a more thoughtful kind of loyalty, one that’s shaped by both principle and practicality.

What we found:

  • 68% of respondents indicate that it is at least moderately important for the brands, companies, and public figures they support to align with their values.
  • 75% of respondents feel boycotts are effective at creating change.
  • 67% of respondents have participated in some form of a boycott, most commonly by avoiding purchasing products from specific brands or by not shopping at a particular store or company.
  • Consumers cite the issuance of a public apology (41%) or a change in leadership/direction (40%) as the most common reasons to end their boycott of a brand. 
  • When it comes to commitment, 30% indicate they try to stick with their boycotts, but admit convenience and price can outweigh them. 

Why it matters:

Boycotts are a reminder that values have become part of the customer experience. People want to know what a brand stands for before they decide if it’s worth supporting. This creates an opportunity for brands to lead with values that feel consistent and visible, building credibility over time rather than scrambling to repair it later. By being transparent about what they stand for and following through in authentic ways, brands can strengthen trust long before it’s tested. In an era where attention moves fast, it’s the steady, value-driven brands that stand out and stay relevant.

(N=923, MoE ±3.2%, 95% CI,

Data Collected: October 3-6 2025)

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