Why Voting With Their Wallets May Be an Idle Consumer Threat

Well-loved brands can weather values-based storms

Image of two wallets connected by a ladder
If a brand is well-loved, customers may overlook uncomfortable truths.
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More than 80% of consumers who participated in a brand safety survey said they would reduce or stop buying a product if it advertised alongside extreme or dangerous content, which the Trustworthy Accountability Group (TAG) and Brand Safety Institute (BSI) said poses “significant financial risk to brands.”

There’s just one problem: Consumers don’t always follow through.

TAG CEO Mike Zaneis acknowledged some of the findings in its first consumer study were elementary—“You have to start somewhere”—and said the organization plans more quantitative analysis to understand actual purchasing behavior.

Whether it’s the incredibly short lifespan of online outrage or consumer blindspots for policies that don’t align with their values, if a brand is well-loved—and unmatched by its peers—in many cases, customers are perfectly happy to overlook uncomfortable truths.

Consider Equinox and SoulCycle.

When it came to light these brands are tied to a Trump supporter, calls rang out on social media for boycotts.

According to market research company YouGov, 68% of SoulCycle customers had previously said they were willing to stop buying from a brand if they disagree with its views. And yet social media monitoring firm Brandwatch said #BoycottSoulCycle has been used only 9,400 times since Aug. 6. What’s more, said Kellan Terry, senior manager of communications at Brandwatch, the conversation peaked on Aug. 7 when #BoycottEquinox received more than 10,000 mentions. It declined sharply thereafter.

Terry noted there’s no way for Brandwatch to determine who actually canceled their memberships, but it is possible to look for terms like “I’m” or “I am” to sift through mentions that might imply users are leaving—but he found only 1,000 instances of “I’m” or “I am,” and many of these are retweets of a celebrity tweet.

And, by now, the #Boycott storm has largely passed for the fitness brands.

“The data shows that clearly,” Terry said. “This quick-moving outrage phenomenon speaks more to who we are as people and a society. Brands need to take these incidents seriously, but they often won’t know the true damage—if any—until quarter end.”

Chris Ross, vice president analyst in Gartner’s marketing practice, said it’s likely many Equinox and SoulCycle customers were unaware of the Trump connection and those who do not support the president are in the midst of some soul-searching.

“The SoulCycle brand, instructors, culture all resonate with many consumers, but they now have to try to reconcile that positive association with the fact the overall business entity and [parent company founder Stephen] Ross are Trump supporters,” he added.

In fact, Terry said sadness was the most prevalent emotion cited in conversations about the brands.

Ignoring what they don’t like is not an uncommon consumer response to bad news from the brands they love, Ross said—if, that is, the brand provides value it’s hard to find elsewhere.

Home goods retailer Wayfair was in a similar position in June when it faced negative publicity over its role in furnishing U.S. border camps. Online outrage was swift, but the uproar petered out in time for Wayfair to host a Black Friday in July sale.

One analytics firm forecast far worse for Wayfair, which it said has a customer base that is older than the average U.S. consumer, and more educated, affluent, tech-savvy and empowered. The firm said these customers are “deeply motivated to ensure that they are doing business with the best option available to them.”

And yet, like Equinox and SoulCycle, calls for a #WayfairWalkout peaked quickly and fizzled out—and the retailer’s Q2 financial results showed no sign of damage.

Data from YouGov also shows the Wayfair brand has recovered.

“But what we noted in our analysis of Wayfair was that its customers’ top political issue wasn’t immigration, so it wasn’t a specific overlap there,” said YouGov U.S. editor Andrew Greiner.

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