These days no business is exempt from the threat of a consumer boycott. Not just political controversies, but environmental infractions, product mishaps, and your human resources policies and practices, can abruptly and unexpectedly land you in harm’s way. YouGov’s Inside the Mindset of a US Brand Boycotter is an invaluable report that provides strategic guidance on preserving and recovering brand equity— wise guidance for those targeted by a grassroots movement as well as those fortunate enough to dodge that bullet (at least for now).
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