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

7、nsumer trust in their brand.YouGov has surveyed Danes&Swedes in 2020 and again in 2023-asking them what has led them to boycott a brand,how long the boycott lasted and,who they boycotted especially important for brands what caused them to return to the brand in question.Understand and respond better

8、 to Understand and respond better to consumer consumer behaviourbehaviourYouGov report:Brand boycottersYouGov report:Brand boycottersHow many How many consumers consumers have have boycotted a boycotted a brand?brand?42 42%of respondents in of respondents in Denmark have already Denmark have already

9、 boycotted a brand boycotted a brand For Swedes,it amounts to For Swedes,it amounts to 47%47%YouGov report:Brand boycottersGet in touchYouGov Surveys,population representative from 18+in the respective countries,survey periods:August 3-15,2020,n=2,031(Denmark n=1,016,Sweden n=1,015),October 6-14,202

10、3,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)Have you ever boycotted a brand?Brands boycottedThinking about when brands go through a scandal and get negative press(e.g.Volkswagens emissions scandal or actual local example)have you ever stop

11、ped using a brand,either permanently or temporarily,as a direct result of a scandal?452938434247DenmarkSweden202020232024A scandal can lead to the loss of A scandal can lead to the loss of consumers consumers-for Sweden the boycotters for Sweden the boycotters have increased in no.significantly have

12、 increased in no.significantly YouGov report:Brand boycottersYouGov Surveys,population representative from 18+in the respective countries,survey 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(

13、Denmark n=1.016,Sweden n=1.010)Base:All;Significantly higher than data for Sweden from 2020When a brand is the subject of negative headlines,this usually has consequences on consumers purchase decision.Brands can assume that a not insignificant portion of customers will stop purchasing their brand a

14、s a direct result of a scandal at least temporarily.In 2024,we found that Swedes are more likely to abandon a brand(47%),however Danes are close behind(42%).For Danes,this has remained consistent since 2020(45%),however the tendency to boycott a brand has risen significant among Swedes(29%).In 2024,

15、men in Denmark are more likely to turn away from a brand after a scandal,compared to females.In Sweden women and men rank equally(42%vs.43%).YouGov report:Brand boycottersOn average,Danes have On average,Danes have boycotted boycotted 2.72.7 brands by 2023brands by 2023Swedes boycotted more brands S

16、wedes boycotted more brands-3.1 3.1 brands on average by 2023brands on average by 2023YouGov Surveys,population representative from 18+in the respective countries,survey periods:August 3-15,2020,n=748(Denmark n=453,Sweden n=295)and October 6-14,2023,n=844(Denmark n=409,Sweden n=435 base:respondents

17、that stopped using a brand.2921815DenmarkSweden12-34-5More than 5I dont know/I cant rememberHave you ever boycotted a brand?Both Danes and Swedes boycott Both Danes and Swedes boycott on average two to three brandson average two to three brandsYouGov report:Brand boycottersContact us19292

18、02396080100120Denmark-Aug,2020 Denmark-Oct,2023 Sweden-Aug,2020Sweden-Oct,2023I dont know/I cant rememberMore than 54-52-31Number of boycotted brandsHow many brands have you stopped buying as a direct result of a scandal?(%)4%In 2023,Swedish boycotters(40%)and Danish

19、 boycotters(38%)say that they have stopped buying from two to three brands-as a result of a scandal.Approximately one in five Danish boycotters have stopped purchasing at least one brand in their lifetime,where the share is slightly lower for Swedes one in six.Only few Danes state that they have alr

20、eady boycotted more than five brands(6%)while this is applicable to one in ten Swedes.On average,Danes report to have boycotted 2.7 brands by 2023.Whereas,this number is higher amongst Swedes 3.1 on average.YouGov Surveys,population representative from 18+in the respective countries,survey periods:A

21、ugust 3-15,2020,n=748(Denmark n=453,Sweden n=295)and October 6-14,2023,n=844(Denmark n=409,Sweden n=435 base:respondents that stopped using a brand.YouGov report:Brand boycottersWhichWhich mediamediasourcesources s areareusedused forforassessassessinging a ascandscandalal?When assessing a scandal Wh

22、en assessing a scandal both Danes and Swedes rely both Danes and Swedes rely primarily on information primarily on information from from news broadcasts and news broadcasts and newspaper articles.newspaper articles.Swedes rely more on nonSwedes rely more on non-mainstream news sources mainstream new

23、s sources than Danes,than Danes,e.g.social e.g.social circles,independent news circles,independent news blogs and blogs and SoMeSoMe posts.posts.YouGov Surveys,population representative from 18+in the respective countries,survey period:October 6-14,2023,n=844(Denmark n=409,Sweden n=435 base:responde

24、nts that stopped using a brand.YouGov report:Brand boycottersTrusted information sourcesWhich of the following,if any,did you trust as an information source when assessing the scandal?(Please select all that apply.)(in%)27600204060None of theseDont knowPosts on Social MediaIndependent new

25、s blogsFriends/family/colleaguesPersonal experienceExpert opinionsArticles in newspapers(online/printed)News broadcastsNews broadcasts and articles are the most trusted News broadcasts and articles are the most trusted information sources information sources YouGov report:Brand boycottersWhen assess

26、ing a scandal both Danes and Swedes rely primarily on information from news broadcasts and newspaper articles.Swedes rely more on non-mainstream news sources than Danes,such as their own social circle,independent news blogs and posts on social media.Danes put slightly higher trust towards expert and

27、 professional sources such as news broadcasts and expert opinions than Swedes.YouGov Surveys,population representative from 18+in the respective countries,survey period:October 6-14,2023,n=844(Denmark n=409,Sweden n=435 base:respondents that stopped using a brand.05258050YouGov report:Bra

28、nd boycottersWhich Which industries industries are affected are affected by boycotts?by boycotts?Respondents in Respondents in Denmark&Sweden Denmark&Sweden most often boycott most often boycott brands from the brands from the sectors sectors FMCG,FMCG,Retail,Banking and Retail,Banking and Financial

29、 Services.Financial Services.YouGov report:Brand boycottersFMCG brands are especially affected by boycotts FMCG brands are especially affected by boycotts There are brand scandals in every industry,but FMCG brands in particular can expect that consumers will remove them from their shopping list as a

30、 result of misconduct.Additionally,both Banking&Financial services and clothing brands can expect a significant part of their consumers to stop using their products in as a result of a scandal.In Sweden Skin Care&Cosmetics is on a close 4th place to Banking&Clothing.This tendency applies to both Dan

31、ish and Swedish brands in 2023.Since 2020,boycotting clothing brands have seen a significant increase and FMCG brands a significant decrease among Danish consumers.For both Swedish and Danish consumers Banking&Financial services have also seen a significant decline in boycott.574127221919Denmark-Aug

32、,2020Denmark-Oct,2023Food and beveragesIndustries of the boycotted brandsThinking about the time you stopped using a brand as a direct result of a scandal,which products/industries do the brands belong to?(Please select all that apply)(in%)Banks&Financial ServicesTelecomYouGov Surveys,population rep

33、resentative from 18+in the respective countries,survey periods:August 3-15,2020,n=748(Denmark n=453,Sweden n=295)and October 6-14,2023,n=844(Denmark n=409,Sweden n=435 base:respondents that stopped using a brand.Significantly higher/lower Food and beveragesBanks&Financial ServicessFashion&Sports clo

34、thing556030242623Sweden-Aug,2020Sweden-Oct,2023Food and beveragesBanks&Financial ServicesFashion&Sports clothingFood and bevergesBanks&Financial ServicesFashion&Sports clothingYouGov report:Brand boycottersYouGov report:Brand boycottersWhy did Why did consumers consumers boycott?boycott?Get in touch

35、!Mistreatment of Mistreatment of animals,environmental animals,environmental damage&unfair damage&unfair treatment of employestreatment of employes are the most common are the most common reason for brand reason for brand boycotts in Sweden.boycotts in Sweden.YouGov report:Brand boycottersYouGov Sur

36、veys,population representative from 18+in the respective countries,survey periods:August 3-15,2020,n=748(Denmark n=453,Sweden n=295)and October 6-14,2023,n=844(Denmark n=409,Sweden n=435 base:respondents that stopped using a brand.In Denmark,In Denmark,tax tax evasion,evasion,environmental environme

37、ntal damage&unfair damage&unfair treatment of treatment of employes employes ranks as ranks as the top reasons for the top reasons for boycott.boycott.YouGov report:Brand boycottersYouGov Surveys,population representative from 18+in the respective countries,survey periods:August 3-15,2020,n=748(Denm

38、ark n=453,Sweden n=295)and October 6-14,2023,n=844(Denmark n=409,Sweden n=435 base:respondents that stopped using a brand.Reasons for a brand boycottWhich of these reasons,if any,have ever made you stop using/buying a brand as a direct result of a scandal?(Please choose all that apply.)(in%)Tax evas

39、ion and mistreatment of the environment,humans&Tax evasion and mistreatment of the environment,humans&animals animals there will be consequences there will be consequences Across both countries,people agree:mistreatment of animals,unfair treatment of employees and damage to the environment,are the m

40、ost common reasons for a brand boycott.In Denmark,tax evasion ranks at the top both in 2020 and 2023 though in a significantly lesser extent in 2023.A new reason for boycott,has entered the ranking for both countries in 2023,supporting/conducting business in a country that consumers do not support.Y

41、ouGov Surveys,population representative from 18+in the respective countries,survey periods:August 3-15,2020,n=748(Denmark n=453,Sweden n=295)and October 6-14,2023,n=844(Denmark n=409,Sweden n=435 base:respondents that stopped using a brand.43282827242522242023Denmark-Aug,2020Denmark-Oct,2023Mistreat

42、ment of animalsTax avoidance/evasionTax avoidance/evasionTax avoidance/evasionInequitable treatment of employeesEnvironmental damageBehavior of senior staffEnvironmental damageInequitable treatment of employeesCorruptionSupport/operating in a country perceived as immoral34373235303229302830Sweden-Au

43、g,2020Sweden-Oct,2023Mistreatment of animalsMistreatment of animalsTreatment of supply chain workersEnvironmental damageEnvironmental damageInequitable treatment of employeesTreatment of supply chain workersConflicting political preferences Environmental damageTreatment of supply chain workersInequi

44、table treatment of employeesSupport/operating in a country perceived as immoralYouGov report:Brand boycottersReasons for a brand boycott industry levelWhich of these reasons,if any,have ever made you stop using/buying a brand as a direct result of a scandal?(Please choose all that apply.)(in%)Enviro

45、nmental damage is leading cause of boycotting in FMCG and Retail industriesAmong boycotters of the FMCG and Retail brands in the Nordics,the most common reasons for boycot is mistreatment of employees and the environment.Corruption,financial cover-ups and environmental damage are top reasons for boy

46、cotting the Banking&Financial services sectors.YouGov Surveys,population representative from 18+in the respective countries,survey period:October 6-14,2023,n=844(Denmark n=409,Sweden n=435 base:respondents that stopped using a brand.384744384343374243Food&BeveragesBanks&Financial ServicesFashion&Spo

47、rts clothingMistreatment of animalsInequitable treatment of employeesEnvironmental damageCorruptionFinancial Cover-upsEnvironmental damageInequitable treatment of employeesEnvironmental damageTreatment of supply chain workersYouGov report:Brand boycottersGet in touch!YouGov report:Brand boycottersHo

48、w long How long does the does the boycott boycott last?last?Consumer forgiveness is rarely found Consumer forgiveness is rarely found in Denmark or Swedenin Denmark or SwedenYouGov report:Brand boycottersContact us!The majority of consumers who have stopped using a brand in the past continue to not

49、use the brand or have reduced their consumption.In 2023,two-thirds of Danish&Swedish boycotters continue not to use a brand as a result of a scandal.Swedes are more likely to(32%)return to a brand,compared to Danes(24%).Returning to a brand and usual consumption rate is low in both Denmark(4%)and Sw

50、eden(3%).Brand usageThinking about the LAST time you stopped using a brand as a direct result of a scandal,which of the following BEST describes what happened?(%)502020406080100120Denmark-Aug,2020 Denmark-Oct,2023 Sweden-Aug,2020Sweden-Oct,2023I still dont use/buy the brandI we

51、nt back to it after a while,but dont use/buy it as much as beforeI went back to it after a while and use/buy it as much as beforeDont know/cant recallYouGov Surveys,population representative from 18+in the respective countries,survey periods:August 3-15,2020,n=748(Denmark n=453,Sweden n=295)and Octo

52、ber 6-14,2023,n=844(Denmark n=409,Sweden n=435 base:respondents that stopped using a brand.Danes stop using brands for a longer time than SwedesDanes stop using brands for a longer time than SwedesYouGov report:Brand boycottersDuration of the boycottWhen you think about the last time you stopped buy

53、ing a brand as a direct result of a scandal,how long was/is the period of time you did not buy the brand as a direct result of the scandal?(%)Up to one weekUp to one monthUp to five yearsUp to 6 monthsUp to one year53315A brand scandal can have long-term consequences for customer relation

54、s one third will never buy products of the boycotted brand again.However,some brands can hope for return of their customers.In 2023,30%of the boycotters in Sweden and 23%in Denmark claim to have bought from the brand again after one year.Short boycotters(up to one month)are higher in Sweden(11%),ver

55、sus 6%in Denmark(6%).Furthermore,there is a higher number of Lifetime boycotters in Denmark(35%)compared to Sweden(27%).In conclusion,Swedes seem to have shorter period of boycotts than their Scandinavian neighbors on the other side of resund.Longer than five yearsNearly for the rest of my life29131

56、6141927YouGov Surveys,population representative from 18+in the respective countries,survey period:October 6-14,2023,n=844(Denmark n=409,Sweden n=435 base:respondents that stopped using a brand.YouGov report:Brand boycottersWhen do When do consumers consumers return to a return to a boycotted boycott

57、ed brand?brand?Get in touch!Reasons for brand reuseWhat did it take for you to start using the brand again?(Please select all that apply.)(in%)37799020Something elseI could no longer afford the competitorThe brands competitors gave up businessIt became necessary to use the bran

58、dBrand compensated affected personsFriends/family/colleagues use the brandResponsible persons left the companyBrand representative has apologizedBrand discontinued operations/support of countryIt became impractical not to use the brandBrand committed to changing the problem(s)in the futureBrand has

59、changed the themes that led to boycottProducts/services improvedTime passed-and I returned to the brandGood news:Consumers return to a brand when.Good news:Consumers return to a brand when.YouGov report:Brand boycotters.time has passed.Depending on the sector,and the location,consumers can be seen r

60、eturning to a brand post-scandal.Consumers in both countries expect improvements to the products,services and practices following a boycott.Convenience is also a key influential factor when considering returning to a brand.Whilst compensation is ranked low amongst consumers.YouGov Surveys,population

61、 representative from 18+in the respective countries,survey period:October 6-14,2023,n=235(Denmark&Sweden)base:respondents that have returned to a brand they stopped using.1.In both countries almost half of the population state to have boycotted one or more brands once in their lifetime.In Denmark,th

62、e share of boycotters seem to have a slight decreasing tendency over time.Where as in Sweden,boycotts are increasing over time.2.When consumers turn away from a brand,they show a tendency to be very consistent with it and do not buy products from the brand for a long period of time.3.Brand boycott a

63、t least temporarily affects brands in all industries.But FMCG,Retail,Banking and Financial services seems to be the most impacted by boycotts.In Sweden Skin care&Cosmetics are also affected by boycotts.4.Consumers in the Nordics,want brands that adhere to social and political norms those who deviate

64、 from these are boycotted.Treating employees unfair,harm to the environment and supporting/conducting business in a country that you do not support is common reasons for boycott.In Denmark,Tax evasion can also provoke a boycott and in Sweden mistreatment of animals.5.In order to win back consumers,a

65、 brand needs to appear credible,and communicate clear changes to the product,practices or service that align with consumer/social expectations.Additionally,brands need to allow for time to pass before expecting consumers to return to the brand.ConclusionDATA SERVICES27YouGov Surveys provides quick s

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