In the wake of Donald Trump’s election, the anti-trump movement boycott vows to grab him by the wallet. This is what the resistance economy looks like.
CEOs are caught between a rock and a hard place. A bitter battle is raging in the White House. The Anti-Trump movement is eager for ways to defy the current administration. Politics and brand marketing have always made for strange relationships, but this was an extraordinary election. Extraordinary times call for extraordinary measures. Donald Trump’s rise has forced brands to enter the current social-political chatter
It’s only been a couple weeks with Donald Trump as President of the United States and millions have taken to the streets to protest. Americans are flexing their consumer power. As a consequence, brands are currently caught between a rock and a hard place. CEOs are struggling not to alienate government officials and keep their customers.
Generally speaking, brand experts will say that it’s a better idea to stay away from politics. Why risk it when you don’t have to, right? Although this may be true, not taking a stand in Trump’s America would be huge a mistake. Don’t believe me, ask Lyft and Airbnb. Both companies have experienced a brand boost from their strong stance against Trump’s immigration ban. Specifically, Lyft donated $1 million to the American Civil Liberties Union. Airbnb is currently offering free housing to people stranded by immigration order. In the end, the backlash put both companies on top.
Trump’s presidency has triggered a growing resistance economy. For this reason, brands are now getting into the political discussion. Even if publicizing their beliefs ostracizes some potential customer, it’s worth the risk. At the end of the day, taking a stance builds loyalty for those who share values with that brand. Taking a stand against inequality is something most consumers would support, regardless of political affiliation.
“The people who voted against Donald Trump may have lost at the ballot box, but they can win at the cash register.” – Shannon Coulter
The current geopolitical climate leads the consumer to a world where he/she feels the need to choose where they spend their money based on whether they agree with the brands’ political positions. In particular, Shannon Coulter and The Democratic Coalition are urging Americans to call on the power of the purse to defy the current administration. Shannon created the #GrabYourWallet movement to shun businesses supporting Trump. Amazon, Bed Bath and Beyond, Marshals, Walmart, PayPal, and TJ Max are just a few of the brands on this long list. For the full list, go here.
Similarly, the Democratic Coalition Against Trump created a free app called “Boycott Trump,” which allows users to search a database of over 250 businesses to determine if they share a connection to Trump. “Make Trump and his allies pay, literally, for their hateful rhetoric and regressive policies,” reads a description on the app’s iTunes page. You can head here for more information or check out the Boycott Trump app for yourself in iTunes and Google Play.
In summary, the revolution has just begun – make sure you’re on the right side of history.