The document summarizes the findings of a survey conducted by Weber Shandwick on consumer activism. The survey investigated the motivations and perceptions of both boycotters and supporters known as "BUYcotters". Key findings include: - BUYcotters outnumber boycotters and are growing more rapidly, with over a third expecting to take more action - BUYcotters are motivated more by company values and quality, while boycotters want to harm reputation and sales - Social media amplifies both boycotts and BUYcotts, with BUYcotters using it more in their actions - Majorities believe CEOs should speak up on issues and favor those who do - Companies should

2. Target, Burberry, Starbucks, New Balance, Marks & Spencer. These are
just a few of the companies who have recently been embroiled in
consumer activist events – as the target of boycotts or the beneficiaries of
“BUYcotts” in which consumers intentionally purchase a company’s
products or services in a show of support. Some of these events trigger
dual reaction.
Given the apparent rise in people voting with their wallets, both positively
and negatively, Weber Shandwick surveyed consumers to better
understand consumer activism. Battle of the Wallets: The Changing
Landscape of Consumer Activism, investigates the motivations behind
boycotters versus BUYcotters as well as their perceptions about the
impact of their actions and expectations for future purchase decision-
making. Our findings point not only to factors driving the growing intensity
of consumer actions, but trends that may indicate a shift in the direction of
future activism. The implications of our findings offer important guidelines
for how companies and brands can navigate “wallet activism.”
2

3. Boycott: An act of voluntarily
refraining from using, buying or
dealing with a product, brand or
company as an expression of protest
BUYcott: The opposite of a boycott;
an act of showing support for a
company’s actions by intentionally
buying its brands, products
or services
3
We are at an inflection point in consumer activism
today. Companies operate on an increasingly
public stage, with mainstream media and social
platforms accelerating consumer movements like
never before. In some cases, boycotts and
counter BUYcotts emerge almost simultaneously,
with emotions running high on both sides. But we
may be seeing a reaction to this divisiveness, with
BUYcotts gaining in stature as consumers
increasingly seek constructive ways to make their
voices heard.
Paul Massey, President, Powell Tate &
Global Lead Social Impact, Weber Shandwick

4. Weber Shandwick, in partnership with KRC
Research, conducted an online survey in August
2017 of 2,000 consumer activists in the US (1,000)
and UK (1,000). Respondents were adults 18 years
and older.
To qualify for the survey, respondents were initially
screened for consumer activism. In total, 4,268
respondents were asked whether they had ever
taken at least one of seven actions in response to a
company or brand’s actions. A sizeable 60% of US
and UK consumers reported some form of activism,
with speaking about a company or brand topping the
list of their actions (34%).
We then identified 2,000 activists to complete the
survey.
4
34% Spoke about a
company/brand to friends,
family or coworkers
17% Shared a social media
post about a company/brand
7% Actively participated in a
Facebook group focused on a
company/brand’s actions
3% Participated in demonstrations
or protests against or in support of
a company/brand
30% Stopped buying or bought
more from a company/brand
16% Skipped a company/
brand’s TV ads; 16% Posted
about a brand on social media;
16% Signed a petition against a
company/brand
6% Stopped watching shows
that a company/brand
advertised on

5.  BUYcotters skew female (56%), while
more boycotters are men (52%)
 BUYcotters are younger than
boycotters (41% are Gen Z/Millennial
vs. 33%, respectively)
 BUYcotters are more likely than
boycotters to be parents of kids under
18 (36% vs. 32%, respectively)
 BUYcotters are more likely than
boycotters to be employed (58% vs.
42%, respectively)
5

6. The research uncovered a striking
trend: BUYcotts are on the rise and
appear to be gaining momentum.
While our research finds BUYcotters
are fewer in numbers than boycotters
now, a few data points suggest that
BUYcotters will grow more rapidly
than boycotters.
6

7. 7
83% of consumer activists agree it is more important than ever to BUYcott. Fewer - 59% - feel the same about boycotts.
It is more important now than ever to show
support for companies that “do the right
thing” by buying from them
It is more important now than ever to
participate in boycotts
(Strongly/Somewhat Agree with each statement)

8. While the vast majority of BUYcotters (87%) understandably recognize the importance of buying from companies in support, even boycotters
see value in supportive action (79%) over negative (62%).
8
56%
87%
62%
79%It is more important now than ever to show
support for companies that “do the right
thing” by buying from them
It is more important now than ever to
participate in boycotts
(Strongly/Somewhat Agree with each statement)
Boycotters BUYcotters Significant difference vs. comparative sub-group

9. 9
On average, BUYcotters have taken 5.7 actions in the past two years compared to 4.5 actions taken by boycotters. BUYcotters are also
significantly more likely than boycotters to expect to take more action over the next two years (37% vs. 28%, respectively).
Significantly higher than boycotters
Not sure Fewer About the same More
Not
sure Fewer About the same More

10. Four in 10 BUYcotters (41%) belong to the Millennial and Gen Z generations, while
Boomers make up a larger share of the boycotter segment. If this generational pattern
continues, the BUYcotters will surpass boycotters.
Significant difference between boycotters and BUYcotters
Baby Boomer/Silent Generation (53+)Gen Z
(18-20)
Gen Z
(18-20)
Millennial (21-36) Gen X (37-52)
Millennial (21-36) Gen X (37-52) Baby Boomer/
Silent Generation (53+)
10

11. One-quarter of consumer activists (24%) agree they
can’t personally change anything by boycotting,
including 26% of boycotters.
11
Total Consumer Activists Boycotters BUYcotters Significant difference boycotters and BUYcotters
23%
21%
41%
74%
14%
26%
30%
69%
19%
24%
36%
72%
(Strongly/Somewhat Agree with each statement)
I think spreading information
about the actions of a company
is just as effective as a boycott
Boycotters often spread false
rumors about brands or company
products
I don’t think I can personally
change anything by boycotting
Boycotts only serve to hurt the
company’s employees

12. 12

13. 13
While neither boycotters or BUYcotters are motivated around one single issue, BUYcotters are significantly more likely than boycotters to be
inspired to take action by company or brand values, product or service quality, actions companies or brands take, and treatment of customers
and employees.
(Showing results of 5% or greater)
15% 15%
12% 12% 12%
11%
10%
6%
23%
18%
11%
7%
11%
7%
10%
7%
Values
displayed
Product quality
or service
Political Specific actions Customer
treatment
Employee
treatment
Environmental Pricing
Boycotters BUYcotters
Significant difference vs.
boycotters

14. 14
Help the company or brand’s reputation 48%
Help the company or brand’s sales 27%
Change the way the company or brand does business 19%
Improve employee morale 13%
Get my support noticed 12%
Hurt a competitor’s business 7%
Replace the company or brand’s leadership 4%; Encourage job
applicants 4%
Change the way the company or
brand does business 36%
Harm the company or
brand’s reputation 35%
Get my complaint noticed 20%
Harm the company or brand’s sales 18%
Force the company or brand to apologize 15%
Force a competitor to apologize 6%
Start a viral social media following 5%
Get attention for myself on social media 2%
Discourage job applicants 6%; Help a competitor 6%
Replace the company or brand’s leadership 5%
Hurt employee morale 3%
Start a viral social media frenzy 2%; Get attention for myself
on social media 3%
Nearly half of BUYcotters (48%)
hoped to help the company or
brand’s reputation by taking their last
supportive action. Boycotters also
sought to impact company reputation,
though at a lesser rate (35%).
Wanting to hurt sales falls further
down the list of boycotters’
motivations (18%).

15. 15
The influence that consumer activism may have
on company reputation should not be overlooked.
While many companies may be concerned about
the financial impact of a boycott, the effect on
reputation is often the consumer activist’s priority.
Companies should consider this ramification
when faced with a boycott, and, alternatively, look
for opportunities to leverage the power of
BUYcotters who are willing to support and
positively influence a brand’s reputation.
Leslie Gaines-Ross, Chief Reputation Strategist,
Weber Shandwick

16. 16
Social media makes both boycotts and BUYcotts more effective. However,
BUYcotters are significantly more likely than boycotters to have used social media
in their most recent action than boycotters. BUYcotters are also more likely to have
shared information with others online and to say social media and online research
informed their most recent action.
Boycotters BUYcotters Significant difference vs. boycotters
Agree that social media has made the
actions of boycotts or support actions
more effective
Used social media for most recent
action
Shared information with others about
recent action online
Social media/online research informed
most recent action

17. % very/somewhat familiar Total Boycotters BUYcotters Men Women Republican Democrat Independent
American Family
Association
Family Research
Council
Color of Change
Grab Your Wallet
Sleeping Giants
2nd Vote
SumOfUs
Bold red indicates significant difference between comparative sub-group(s)
17
American consumer activists are most familiar with the American Family Association. Some differences exist by political party with
Democrats more aware than Republicans and Independents of Color of Change and Grab Your Wallet.

18. % very/somewhat familiar Total Boycotters BUYcotters Men Women
National Trust
Which?
Greenpeace
Taxpayers Alliance
38 Degrees
Avaaz
Bold red indicates significant difference between comparative sub-group(s)
18
UK consumer activists are most familiar with National Trust. UK BUYcotters are more familiar than boycotters with Which?.

19. 60%
69%
57%
59%
59%
62%
58%
67%
59%
65%
Believe that CEOs have a
responsibility today to speak
up about issues that are
important to society
Have a more favorable
opinion of CEOs who take a
public position on hotly
debated current issues
Total
Boycotters
BUYcotters
Men
Women
Total
Boycotters
BUYcotters
Men
Women
19
The majority of both Boycotters and
BUYcotters in the US agree that CEOs
today have a responsibility to speak up
about issues that are important to society
(67% and 62%, respectively), and
approximately six in 10 of each have a
more favorable opinion of CEOs who take
a public position on hotly debated current
issues. Earlier Weber Shandwick research
on CEO activism found that 35% of the
general US population believes CEOs
have a responsibility to speak up and 31%
have a more favorable opinion.*
Significantly higher than men
(US only)
*CEO Activism in 2017: High Noon in the C-Suite, Weber
Shandwick & KRC Research, 2017

20. 20
have BUYcotted of BUYcotters expect
to take more action
over the next two years
have boycotted of boycotters expect to
take more action over
the next two years
have BUYcotted of BUYcotters expect
to take more action
over the next two years
have boycotted of boycotters expect to
take more action over
the next two years

21. 21
Consider that consumer
activism, both positive
and negative, shapes
reputation.
Identify and monitor
formal and informal
consumer activist
groups.
Anticipate potential boycotts
and expect more BUYcotting
behavior. Plan strategically
for each.
Communicate CSR
efforts to NGOs and
through traditional and
social media.
Activate a cross-functional
task force to manage
planning and execution of
any potential response.
Listen before acting,
on social media or
otherwise.

22. Paul Massey
President, Powell Tate
Global Lead, Social Impact, Weber Shandwick
pmassey@webershandwick.com
Leslie Gaines-Ross
Chief Reputation Strategist
Weber Shandwick
lgaines-ross@webershandwick.com
22