Boycotts: What Makes Them Succeed Or Flop

There seems to be many boycott calls recently that one wonders what the world is up to. Petitions are signed almost hourly to boycott this or that. One wonders whether such boycotts really work or it is just a sort of drama created by mischevious people. The internet has come in handy as a platform to collect signatures for such.

The Tibet Free Movement is an example which advocates to boycott Chinese products. How such a petition may succeed leaves a lot to be desired.

China happens to be the second largest country in the world going by its population. It is fourth when it comes to its territory. China is an industrial country that spreads its products and services worldwide.

Why is the Free Tibet Movement targetting to stop buying and using Chinese products?

It is percieved that one of the reasons might be territorial conflicts involving China. Percieved low quality products is another. The other is to push for surpport of separist movements within China.

Maybe the biggest reason may be about the Lychee and Dog meat Festival which is held annually in Yulin, Guangxi, China. The Yulin Dog Meat Festival takes place between 21st-30th June and consumes between 10,000-15,000 dogs. Animal welfare and animal rights supporters, in their bid to protect the dogs may be pushing for the boycott.

BOYCOTT IN KENYA

NASA, the opposition in party in Kenya also announced a boycott of goods and services of companies like Bidco, Brookside and Safaricom. They alleged that the companies might have assisted the Jubilee Party and President Uhuru Kenyatta in what they termed as rigging them to power.

How this boycott may force the government to stop malpractices in elections and corruption is yet to be seen.

Cases of boycotts are many.

What Is A Boycott?

Wikipedia says that it is an act of voluntary and intentional abstention from using, buying, or dealing with a person, organization or country as an expression of protest, usually for social, political or enbiromental reasons.

What is the purpose of the boycott?

To inflict some economic loss on a target.
Usually when your services and products are boycotted, the profits go down. Reputation is also affected and therefore one suffers economically.
It indicates a moral outrage.
A moral outrage is when a group of people confronts one whom they think is wrong and voice their contentious issues. Such is done with the purpose of the target to change.
To compel the target to alter an objectionable behavior.

The opposition in Kenya seeks to compel the government to abandon what they call rigging of elections and corruption in the high places. It is only when such grievances are voiced is when the target is compelled to change.

What Makes Boycotts To Succeed Or Flop?

Boycotts are the 'weapon of the weak.' At times the target is high up and there seems to be no way to reach them. They may wield too much power and militia that ensure one is thoroughly oppressed and cannot raise their alarm. Such people often resort to petitions and boycotts. Sometimes the boycott may fail if one did not do their homework properly. Also it goes without say that an increase in boycotts renders boycotts less effective. Therefore, the answer to weather boycotts work is not very clear.

However, the following important points need to be considered.

Those boycotting should ensure that the boycott receives much media coverage. Media coverage happens to be the most volatile tool that hits hard at the target. Turning right or left should meet with news of the boycott. Once this is done, it thaws the hard ice that makes the target strong.

*Ensure that the targetted companies are vulnerable to change to have any transformative effect.

Kenyan Safaricom has really enjoyed monopolly in the Kenyan communication and mobile banking services. Their reputation is high. A change in how the clientele looks at them will really make them vulnerable. Already their CEO, Bob Collymore has been taken ill and is out of the country.

Boycotts threaten more the reputation of the target rather than revenue from sales. Once the reputation is at stake, then the cookie is about to crumble.

In A Nutshell Boycotts Succeed on Three Main Methods.

High levels of media coverage.

A decline in sales revenue.

Have a very big decline in reputation.

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By Meshack Bwoyele Keya

Images pixabay

I enjoy what you write, very thoughtful work. I can't speak for how things are in Africa but in the US companies have to deal with a double edge sword, the internet.
Companies use the internet for business promotion and seek high positive visibility on the internet. They become very fearful of that same internet when negative publicity starts coming their way and most of the time are quick to respond with a change in position or behavior on their part. So it doesn't take as many people to effect change here as it did before the internet existed.
The telephone company here used to say "let your fingers do the walking" which referred to using the yellow pages book they published with all the businesses listed by category, so instead of walking or driving around you could find them in the book and call them. That slogan would work very well now for protesters, only one slight change needed. "Let your fingers do the talking", instead of walking.
This applies to politicians as well, same sword for them.
Until next time,
@sultnpapper