Consumers are no longer just buying products; they are making statements with their wallets. In today’s market, if a retailer does not align with consumers’ values, they are quicker to walk away, given the abundance of alternatives that meet their expectations.
This has forced businesses to rethink how they engage with their customers and how they react to current events. Increasingly, retailers must consider aligning with the beliefs and causes that resonate with their audiences. Failing to do so risks marring their reputation. This has come into the spotlight with recent reports of Canadians boycotting American products as consumers aim to express disapproval of the Trump administration’s new trade policies. As consumers become more politically and socially active, businesses face pressure in a market where to some consumers, values matter just as much as products.
Social media, combined with growing consumer awareness of ESG [environmental, social and governance] issues has empowered consumers to take more active roles in their purchasing decisions, and the rise of digital platforms has amplified voices advocating for change. Failing to react to geopolitical issues or integrate sustainability and ethical practices into business strategies can lead to a consumer backlash, as demonstrated by the week-long boycott of Amazon, which began on 7 March 2025, in response to the rollback of its DEI [Diversity, Equality and Inclusion in the Workplace] policies and initiatives in the US.
According to GlobalData’s Q2 2024 Consumer Survey,* 29% of consumers strongly agree that they would stop buying products from a brand if its values did not align with their personal beliefs — although the extent to which consumers follow through with this when they are under financial and time constraints is debatable. Companies that remain silent on certain issues or fail to take meaningful action can face backlash, with consumers not only voicing their dissatisfaction but also boycotting, protesting or publicly calling out brands. Such actions can quickly damage a retailer’s reputation, particularly as negative sentiment spreads rapidly through social media and online.
In addition to boycotts driven by political or ethical concerns, some consumers also avoid retailers they perceive as “too woke.” For instance, Target has faced boycotts from individuals who feel that its promotion of LGBTQ+ rights and inclusion efforts were overly political, causing a divide in consumer views on how much a retailer should take a stance on social issues.
