Let's say you've seen a particularly offensive ad that goes very much against what you believe, and you want to boycott the brand to show what you think. However, you are not using the brand. It is something you never buy. Case in point, the latest Gillette ad appears to have hit a nerve with many people, women and men alike. But many of the offended consumers are not consumers of Gillette products. How then can they effectively boycott Gillette?
They can of course take to social media and announce their dislike, but that is not direct action. It merely directs attention of other people to what you personally find offensive. You might not want to do that. What you want is something more discrete and at the same time more direct.
The answer to this dilemma lies in the fact that brands are owned by large corporations. Gillette is not an independent company. It is owned by P&G. This means that we do not have to boycott Gillette directly to make an impact. We can boycott any of P&G's brands, and there's a lot to choose from.
In fact, a comprehensive boycott of all of P&G's brands is in any case the most effective way to drive in the message. If every offended consumer stays away from all of P&G's brands, and not just Gillette, the company will take a serious hit.
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