Americans modify their purchasing habits and even threw their favorite stores into a reaction against companies that have moved their public policies to align themselves with the Trump administrationAccording to a survey shared exclusively with the Guardian.
According to Harris’s election.
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31% of Americans said they had no interest in supporting the economy This year – a feeling specially felt by the youngest (Gen Z: 37%), black (41% against white: 28%) and democratic consumers (35% against 29% of the self -employed and 28% of the Republicans).
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A quarter (24%) of respondents even stopped shopping in their favorite stores because of their policy (black: 35%, generation Z: 32%, Democrat: 31%).
More Democrats (50%) said they changed their spending habits compared to Republicans (41%) and self -employed (40%). Democrats were also more likely to say that they have stopped shopping in companies that oppose political opinions to their own – 45% of Democrats said, against 34% of Republicans.
This is a sign that consumers with liberal opinions begin to use their portfolios in response to policy in the private sector.
More recently, it was seen with a reaction against Target – the seventh largest retailer in the United States who played a generally favorable reputation among liberal consumers.
In January, Target announced that he put an end to some of his diversity, equity and inclusion policies (DEI), including a program that helped the company step with the evolving external landscape. ” In addition to calls for a boycott on social networks, Twin Cities Pride, the organization that runs the annual pride festival in Minneapolis, Minnesota, where Target has its head office, said He abandoned the company as a sponsor because of his announcement.
“What is more important is that we send the message that companies do the right thing,” said Ando Otto, Executive Director of Twin Cities Pride, Minneapolis Star Tribune in January.
Last years have shown that boycotts generally come from the consumer base whose party is not in power in Washington. When Joe Biden was president, the Conservatives boycotted companies deemed too “awake”. After the beer brand, Bud Light has teamed up with the influencer Transgenre Dylan Mulvaney for a publication sponsored on social networks, a backlash Against beer has grown online. Anheuser-Busch, Bud Light’s parent company, lost $ 395 million in the months that followed in the middle of the boycott.
That Donald Trump is back in the White House, liberal consumers seem more ready to respond to political tides.
After Trump won the elections, several companies have announced that they have made their dei policies and promises back – a large part of which was created in response to the demonstrations of Black Lives Matter after the murder of George Floyd in 2020.
Although some companies have been Rolling quietly back Dei’s programs after the Supreme Court ruled on a positive action in unconstitutional higher education, which raised questions about the question of whether the court could end up examining diversity efforts in the workplace at the Avenir, most of the companies were reluctant to publicly announce the setbacks. It changed after Trump won the elections, as the president said in his campaign that he would end all Dei.
Walmart said it would be eliminate Its DEI initiatives, including those focused on the diversity of suppliers and providing DEI training. Amazon said It was “drop in obsolete programs and materials” linked to Dei. McDonald’s announcement The end of specific diversity objectives for senior management. Companies have largely declared that they responded to the legal landscape changing around Dei.
Trump’s impact on Dei in the private sector is still in the air, although his administration has indicated that she was looking for means of reducing Dei in the private sector. Trump signed two decrees This has essentially ended all DEIs of the federal government, including the laws of the era of civil rights which were intended to prevent discrimination during the choice of private entrepreneurs.
In response to decrees, the activist and Minister Baptiste Rev Al Sharpton announcement In January, advice with its organization, the National Action Network, would carry out a study on companies that end their dei policies. In May, the Council will select two companies on which to concentrate. Sharpton and his organization will then publicly examine the companies to withdraw from their Dei objectives.
“Donald Trump cannot make us buy your things. The Senate cannot make us buy your belongings, ”said Sharpton during a speech last month. “On behalf of DR (Martin Luther King Jr), we are going to do what King did.”
Some companies have respected their dei policies, even in the face of pressure from the activists of conservative shareholders. Costco, Microsoft and Apple all said that they did not intend to reduce their dei policies.
Quite a confusing landscape for American consumers, many of which are frustrated by the political system. The Harris survey revealed that a third of Americans (36%) try to “undress” from the economy – reducing spending to avoid getting involved in the confusion of businesses and changing policy.
“Consider it as a” le ais-faire consumerism “. Buyers do not boycott, they simply trigger, “said John Gerzema, CEO of Harris Poll. “Instead of demanding more, they simply disengage with the market and the companies that disappoint them.”