1、Brand Brand boycotters boycotters Why Danish&Swedish consumers are leaving brands and what drives them to come backLiving consumer intelligence| E N M A R KS W E D E NWhats Whats insideinside3Methodology4Introduction5Brands boycotted10Trusted information sources13Industries of the boycotted brands16
2、Reasons for boycotting21Duration of boycotts24Reasons for brand re-use26Conclusions30ContactKey methodologyYouGov report:Brand boycottersUsing data from YouGov Surveys and our brand tracking tool YouGov BrandIndex,we have created this report to identify the attitudes of consumers in both countries r
3、egarding brand boycotts.In this report,YouGov analyses the target group of brand boycotters in detail and shows which aspects companies should consider when dealing with this critical issue.This data is based on YouGov Surveys with population representative from 18+in the respective countries.Survey
4、 periods:August 3-15,2020,n=2,031(Denmark n=1,016,Sweden n=1,015),October 6-14,2023,n=2,065(Denmark n=1,054,Sweden n=1,011)and January 3-8,2024,2.026,n=903(Denmark n=1.016,Sweden n=1.010).When negative press or a major scandal hits a brand,it affects the relationship with consumers in the short term
5、 or over a long period of time.Consumers can feel misled and betrayed by the brands they trust.Reactions can range from negative online reviews,outrage on social media,and even an outright boycott of the brand.Global social and political issues such as climate change,racism and equal rights debates
6、are influencing and changing consumers expectations and demands on products,as well as corporate communication and management:Consumers expect more authenticity and credibility.These aspects are even more crucial when a company or brand is in a crisis in order not to lose consumers and to rebuild co
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