Consumer pushback is an effective way to silently express an opinion. Over time, the power of consumer pushback has led to company rebrands, new product launches, and broadcast companies renewing canceled shows. Jimmy Kimmel’s show wasn’t the first to be reinstatement because of consumer pushback, and it won’t be the last.
As a consumer, you have more power than you think. How you choose to spend your hard-earned money can influence company decisions and impact their bottom line. We saw examples of this after Target decided to roll back their DEI efforts and consumers boycotted the store. Within one week the company lost $12.4 billion in stock value. 96% of consumers surveyed said they prefer to do business with companies that hire the disabled. Inclusivity matters to most people, no matter their political party.
Whether a deliberate decision or a subconscious one when shoppers reduce their spending as a reaction to increasing prices retailers are forced to pivot. Brands like Good & Gather, GreenWise, and Amazon Saver were created when consumers demanded better deals on products they loved. When we as consumers collectively dislike something, we can cause new products to fail and rebrands to be scrapped.
Remember the adage, if it’s not broken, don’t fix it. Cracker Barrel is the most recent example of a company that learned that lesson the hard way. A more historic failure, New Coke was launched in 1985, and consumers hated the taste. Cracker Barrel changed their beloved logo and Old Country Store appearance and after 99 years Coca-Cola attempted to change the formula that made the brand popular. The power of consumer pushback is palpable. Think about that the next time you shop.