钱包之战：改变消费者维权行动的格局（英文版）_15页-8mb

BATTLE OF THE WALLETs: THE CHANGING LANDSCAPE OF CONSUMER ACTIVISM

Core Content

Consumer activism is evolving, with a notable shift from traditional boycotts to "BUYcots" — actions where consumers intentionally support a company to express approval. This trend is influenced by social media, polarization, and a growing desire among consumers to influence corporate behavior constructively.

The study by Weber Shandwick, in partnership with KRC Research, surveyed 2,000 consumer activists in the US and UK. The findings highlight that 60% of consumers have engaged in some form of activism, with 90% having boycotted and 65% having BUYcotted at least once. The dual nature of activism is evident, as many consumers have participated in both boycotts and BUYcots.

Main Points

• Rise of BUYcots: BUYcots are on the rise and are increasingly seen as more effective than boycotts. Many consumers believe that supporting a company by purchasing its products can have a greater impact on its reputation.

• Demographics of Activists:

  • BUYcoters are younger, more likely to be women, and more likely to be employed and parents.
  • Boycotters are more likely to be from older generations and less likely to be employed.
  • In the UK, BUYcoters are more likely to have higher household incomes.

• Motivations:

  • Boycotters are primarily motivated by wanting to change a company's business practices or harm its reputation.
  • BUYcoters are driven by the desire to support companies that align with their values, treat customers well, and contribute positively to society.

• Social Media Influence:

  • Social media plays a significant role in consumer activism, with 76% of respondents agreeing that it enhances activism effectiveness.
  • BUYcoters are more active in using social media to share their actions and influence others.

• CEO Involvement:

  • There is a growing expectation for CEOs to engage with social and political issues.
  • Female consumers and younger generations are more likely to expect CEO involvement in activism.
  • Consumers have a more favorable view of CEOs who take public stands on current issues.

• Regional Differences:

  • Both the US and UK have high levels of boycott participation, but BUYcots are more prevalent in the US.
  • UK consumers tend to be more private about their activism, with fewer sharing their views publicly.
  • US consumers show stronger expectations for continued activism in the future.

Key Information

• Consumer Activism Trends:

  • Boycotting is a long-standing practice, but it is being challenged by the rise of BUYcots.
  • The effectiveness of boycotts is questionable, with many consumers believing that supporting companies can have a greater impact on reputation.

• Activist Groups:

  • In the US, the American Family Association is the most recognized activist group.
  • In the UK, older groups like the National Trust and Greenpeace have strong familiarity among consumers.
  • Newer groups such as Color of Change and Grab Your Wallet are gaining traction, especially among Democratic activists.

• Consumer Behavior:

  • 34% of activists spoke about a brand to friends or colleagues.
  • 17% shared social media posts about a brand.
  • 7% participated in Facebook groups related to a brand's actions.
  • 3% joined demonstrations or protests.

• Future Outlook:

  • BUYcots are expected to grow faster than boycotts, with 37% of BUYcoters planning to take more supportive actions in the next two years.
  • Only 28% of boycotters plan to increase their activism in the same period.

Recommendations for Companies

1. Reputation Management: Understand that both boycotts and BUYcots shape a company's reputation. Leverage BUYcots to enhance brand image.
2. Strategic Communication: Prepare for both types of activism by having ready corporate communication channels, especially social media tools.
3. Identify Spokespersons: Know who consumers want to hear from, including the CEO, and align messaging with the company's mission and values.
4. Crisis Preparedness: For boycotts, anticipate potential actions and plan responses that address the underlying issues.
5. Engage with Activist Groups: Build relationships with both formal and informal activist groups to understand their goals and communication preferences.
6. Leverage CSR: Communicate corporate social responsibility efforts through traditional and social media, and consider endorsements from third-party advocates.
7. Listen and Respond Thoughtfully: Monitor social media sentiment and prepare a well-considered response before engaging with activist messages.

Conclusion

The landscape of consumer activism is shifting, with BUYcots becoming more prominent. Companies must adapt by recognizing the importance of reputation, engaging with consumers constructively, and leveraging social media to manage and influence activist behavior. The future of activism will likely involve more constructive, supportive actions from consumers, and businesses that align with these values will benefit.