Polling

The Guardian - One in five Americans plan to turn their backs for good on companies that have shifted their policies to align with Donald Trump’s agenda, according to a new poll for the Guardian.

As high-profile brands including Amazon, Target and Tesla grapple with economic boycotts, research by the Harris Poll indicated the backlash could have a lasting impact.

“Companies and consumers are playing a high-stakes game of chicken – corporations betting on convenience winning out over conviction, while consumers wield their spending power like a weapon,” said Libby Rodney, chief strategy officer at the Harris Poll....

The strength of feeling varied significantly among people of different generations, races and political views:

• 53% of gen Zers and 46% of millennials said they are participating in boycotts, compared with 30% of gen Xers and just 22% of Boomers.

• Over half of Black (53%) and Hispanic (51%) Americans are boycotting, compared with 29% of white Americans.

• Democrats (49%) are far more likely to be boycotting now than independents (32%) and conservatives (29%).

When given a list of reasons why they are boycotting, Americans said the top reason was they want to show companies that consumers have economic power and influence (53%) and express their dissatisfaction with current government policies (49%).

Nearly half of those boycotting (46%) also pointed to companies rolling back their diversity, equity and inclusion (DEI) policies as a reason behind their boycott.