Consumer Power and Brand Identity

Retailers are now facing a lot of headwinds, including tariffs and a drop in consumer confidence. But for Target, once affectionately known by customers as Tar-jay, a consumer boycott in response to the company’s decision to drop some DEI initiatives has been an added drag. In its most recent earnings call, the retailer reported a 3.8% drop in sales and lowered its earnings targets for the year. Consumers have long channeled their buying power to express political beliefs, whether it’s selling their Teslas, avoiding a certain retailer, or goods from a particular country. We look at the power of the consumer boycott, and why this one seems to be working.

Guests:

Amanda Mull, columnist, Bloomberg; Wrote the column “Buying Power” on American consumerism.

Alex Ossola, host/producer, Wall Street Journal; Ossola's most recent podcast is called "Boycotting Target".

Americus Reed II, professor of marketing, The Wharton School, University of Pennsylvania

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