If you still think boycotters are a tiny loud group on social media, Morning Consult has news for you. According to its latest “Boycott Risk & Brand Exposure” report, 38% of U.S. adults say they have boycotted a brand for social reasons.
That is not a rounding error. That is a target audience.
And here is the twist for media buyers: boycotters are not hiding in basements. Instead, they are more educated and more affluent than the average consumer. Twenty-one percent earn $100,000 or more, versus 17% of all adults. They shop online more, dine out more, travel more and fly more.
In other words, they are heavy category users. The same people who will punish your brand are also padding your CPMs.