“There is no act too small and no act too bold. The history of social change is the history of millions of actions, small and large, coming together at critical points to create a power that governments cannot suppress.”- Howard Zinn
With the recent political unrests related to everything that is going on in and around the world – from the onslaught in Gaza and the war between Russia and Ukraine to the crises in Sudan and the Democratic Republic of the Congo – it is easy to feel hopeless and to have no confidence in socio-political justice and human rights. This is often the case because people have no idea how to help in these situations due to various reasons, ranging from time constraints to the difficulty of accessibility. While boycotts are one of the many instruments in our toolbox to influence social change and a form of exerting collective power, social media is an important tool used to advocate for those directly affected by these atrocities and injustices and to raise awareness. It is thus important to know what boycotting is, what it entails, why it matters, and whether boycotts can drive social change.
According to Oxford Reference, to boycott means to “withdraw from commercial or social relations with (a country, organisation, or person) as a punishment or protest”. Therefore, simply put, the aim of boycotting is to inflict economic loss on an organisation or company with the intention of making said organisation change its values, policies, or practices. It can negatively affect an organisation’s reputation and thus push customers away, which in turn can affect profits. Boycotting can be done by anyone, anywhere around the world and is one of the easiest ways to support and advocate for social change. Boycotting gives people the opportunity to make an impact in areas that they may feel are out of reach and to put their money where their morals are. It means abstaining from buying and using specific products, as well as refusing to engage with the services of or pay money to organisations that are associated with or in support of inhumane practices.
These practices can range anywhere from the mistreatment of workers to funding a genocide.
Boycotts have been an essential part of effecting social change throughout history. One of the most important examples being the Anti-Apartheid Movement. This movement saw international consumers boycotting South African products, which led to the dismantling of the apartheid government. The Montgomery us Boycotts also saw success in the US after the infamous incident with Rosa Parks, where riders used alternative modes of transport as a form of protest against the bus system’s segregated seating. Boycotts are a means of communicating with big corporations and standing up for what you believe in. Moreover, they can draw attention to a cause and bring more support for such a cause. Therefore, even though boycotting might seem like not doing enough, when coupled with other collective actions, it contributes to greater societal shifts for years to come.