Marketing Briefing: How the ‘proliferation of boycotting’ has marketers working understand the real harm of brand blockades

This time last year, marketers watched in real time as the Bud Light boycott put a spotlight on influencer marketing, brand boycotts and a backlash to so-called “woke” advertising. The impact of the boycotts had marketers quickly moving to be more risk averse in their marketing and advertising efforts. 

Even so, brand boycotts continue apace this year with the likes of Planet Fitness, McDonald’s and others grappling with their own boycotts in recent months. While the reasons for the boycotts vary, there’s a recognition among marketers now that a brand boycott could happen regardless of their efforts – and for reasons outside of marketing and advertising – that will need to be dealt with. 

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