KQED's Forum What the Target Boycott Says About the Power of Consumers
May 28, 2025
Joining the discussion are Amanda Mull, a Bloomberg columnist specializing in consumerism, Alex Ossola from The Wall Street Journal, and marketing expert Americus Reed II from Wharton. They dive into the significant impact of consumer boycotts, specifically Target's recent backlash over DEI rollbacks. The trio explores how consumer power shapes brand loyalty and influences corporate decisions. They also analyze the emotional connections consumers have with brands and the evolving expectations for corporate social responsibility in today's marketplace.
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Brand Values Drive Boycott Impact
- Target's rollback on DEI measures triggered a consumer boycott that significantly impacted sales.
- Consumer backlash showed the power of brand values in today's economy.
Target's Vulnerability Explained
- Target's slightly more affluent, value-conscious consumer base made it vulnerable to switching during economic uncertainty.
- Losing value alignment with customers made Target lose its competitive edge against Walmart and Amazon.
Why This Boycott Works
- Most boycotts do not impact companies due to lack of sustained consumer energy and coverage.
- Target's strong brand identity with social values caused a passionate backlash that sustained the boycott.