A Shift in the Aisles: What Consumer Boycotts Are Telling Us Now
A quiet but potentially powerful trend is taking shape in the world of retail: early data suggests that foot traffic at big-box giants Target and Walmart has dipped in recent months — and the timing aligns with their scaled-back commitments to DEI (diversity, equity, and inclusion) initiatives. Meanwhile, Costco, which has largely steered clear of public controversy and maintained a steady brand presence, has seen its store traffic grow.
It’s a pattern that may reflect more than just shifting shopper preferences. We could be seeing the start of a new chapter in consumer behavior — one where political, ethical, and cultural values are driving where people spend their money, and just as importantly, where they don’t.
A Consumer Awakening?
For years, companies have leaned into social causes, often making public commitments to inclusivity and community engagement. In the wake of 2020’s global reckoning around racial justice, many brands made bold promises to diversify leadership, support minority-owned businesses, and create safer, more equitable workplaces.
But the conversation has changed. In 2023 and beyond, several large companies began walking back those initiatives — quietly dissolving DEI roles, downscaling outreach programs, and steering clear of what some executives now deem “divisive” messaging. Target, in particular, faced criticism from both sides — first for including Pride-themed products, then for scaling them back after backlash.
Now, the numbers seem to show a consequence: consumers are paying attention, and they’re choosing with their feet.
The Costco Effect
While Target and Walmart have found themselves in the middle of cultural tug-of-wars, Costco has taken a different approach — staying consistent, focused on value, and relatively apolitical. Their strategy of quiet reliability might just be resonating more now than ever. Costco hasn’t made big headlines around DEI lately, but it also hasn’t made abrupt pivots or walked back prior commitments.
The result? An uptick in store traffic, as more shoppers gravitate toward retailers that feel steady — even comforting — in a landscape where many others are caught between political pressures and consumer expectations.
The Rise of “Reverse” Boycotts
What’s happening now may not look like traditional boycotts, where activists organize widespread campaigns to avoid a brand. Instead, we’re seeing a more subtle — but still powerful — form of consumer feedback: people quietly choosing not to shop somewhere because a brand doesn’t reflect their values, or because it does but then backtracks.
It’s not always loud, and it’s not always organized. But make no mistake — it’s happening.
We’re also seeing a rise in “reverse” boycotts, where customers do go out of their way to support a company that aligns with their principles. Whether it’s a bookstore committed to free speech, a grocery chain supporting local farmers, or a retail giant standing firm in their inclusive policies, consumers are signaling: values matter.
What Brands Should Learn
For retailers, the takeaway is not just about DEI — it’s about consistency, authenticity, and trust. Consumers are savvy. They notice when a brand changes course. They notice when support for a community disappears overnight. And perhaps more importantly, they notice when a brand stays true to its word, even when it’s hard.
There’s no perfect formula for pleasing everyone. But transparency and consistency go a long way. In this new era, it’s not enough to jump on a trend or issue a performative statement. Today’s shoppers want to see action — and longevity.
Looking Ahead
As more data emerges, it’ll be interesting to see if this trend continues — if the brands that quietly hold their ground will win long-term loyalty, and if those who pivot reactively in the face of backlash will lose not only credibility but also customers.
What’s clear is that consumers are watching — and choosing. Not just based on price or product, but on principle.
Welcome to the new age of consumer power.
