American colonists boycotted taxed goods in the lead-up to the Boston Tea Party, and in the 1800s, the Free Produce Movement boycotted goods made with slave labor. Today, Ethical Consumer's list of ongoing boycotts includes dozens of companies, illustrating how consumer activism has historical roots. Effective boycotts require a clear message, defined "asks," and sufficient participation to impact a company’s financials over time, thereby altering its reputation and practices.
The driving force behind corporate sustainability and citizenship reports is marketing research indicating millennials prioritize ethical purchasing. However, activism is not limited to younger generations; nearly half of activists are over 50, demonstrating that ethical consumerism spans all ages. This changing landscape has encouraged over 24,000 companies to join the UN Global Compact, emphasizing their commitment to social responsibility, human rights, and environmental protection.
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