October 12th, 2017 by Sam Del Rowe

Support for a politician, party, or movement that they do not is the top reason why consumers boycott a brand, with 51 percent of Americans saying that it has driven them to do so. Additionally, a product or products having a negative impact on consumer health, as well as racism in a company’s culture or practices, are tied for the second most cited reasons at 44 percent each.

These results come out of an analysis conducted by OnBuy.com on findings from YouGov, which interviewed more than 2,000 U.S. adults with the goal of developing a better understanding of the reasons for brand boycotting.

“The findings from this research are certainly interesting. Whilst trust takes time to nurture and establish, companies must have a clear vision of how they want to portray their brand. To achieve this, transparency should be at the heart of all their operations. When companies fail to do this, and engage in activities that do not align with their core consumers’ beliefs and ethics, they endanger their reputation and face the real risk of consumer boycotts,” Cas Paton, managing director at OnBuy.com, said in a statement.

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