Consumers Demand a Stance on Social and Political Issues. Are You Ready to Speak Out?
Consumer activism is driving the new Dollar Democracy. Can your brand afford to remain in neutral territory?
The trend toward the Dollar Democracy
Consumer activism is nothing new. Americans have been calling for consumer-led direct action since before they were Americans. From the Boston Tea Party to the rejection of South African-made products during the Apartheid era, boycotts have long held an important place in American society.
Yet, arguably, never before has so much public pressure been placed on companies to take a stand alongside their customers. Thanks to social media, today’s conscientious consumers have an unprecedented voice, and companies that do not sit up and take action are doomed to suffer damage to their reputations—and their profits.
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