There was a time when consumption was simply about fulfilling needs or satisfying desires. But with the rise of the digitally native Millennials and Generation Z, consumption has taken on a whole new meaning. For this generation, decisions are less about price or brand prestige and more about alignment with personal values. Their purchases are not just transactions, they are expressions of identity and belief(Pandey et al., 2020).
One of the most striking changes is the rise of active boycotts. Companies that act unethically or remain silent on critical social issues are swiftly removed from this generation’s consideration(Kang and Hustvedt., 2013). And that rejection is not limited to quiet disapproval; it often takes the form of public declarations and collective action. Through hashtags, critical reviews, and viral content, the influence of these digital consumers can be strong enough to force major brands to rethink their strategies.
Consumption is no longer just about acquiring goods; it’s a message about the kind of world one supports. Boycotting, in this context, becomes a powerful means of conveying. This article explores what Millennials and Gen Z are trying to say through its consumption choices and how companies must learn to listen.
1. Redefining the Criteria for Consumption
Millennials and Gen Z are no longer loyal to brands purely because of their legacy or exclusivity. Instead, their purchasing decisions center on a key question: Does this brand align with my values? Issues like feminism, environmental sustainability, inclusivity, and fair labor practices are no longer peripheral; they are core determinants of whether a brand earns their support.
Cosmetics that are cruelty-free cosmetics with ethically sourced materials, and packaging that emphasizes carbon neutrality all serve as signals. For these consumers of sustainability. Shopping is a form of speaking, and they are not buying products. They are buying principles.
2. Boycotting as an Ethical Stance, Not a Momentary Reaction
Boycotting is no longer a reaction driven solely by emotion. For Millennials and Gen Z, it is a consistent stance, reflecting personal identity and a collective social practice. Whether it’s due to offensive advertising, toxic workplace cultures, silence on pressing social issues, or discrimination of any kind, brands can become targets of organized boycotts within hours.
More importantly, this generation evaluates the sincerity of corporate apologies. If a brand appears to be apologizing just to control the damage, the backlash can intensify. For instance, when a fashion label sparked outrage over misogynistic slogans, young consumers flooded its social media with boycotting hashtags, ultimately forcing the company to issue a formal apology and revise its policies.
3. Digital Platforms and the Amplification of Boycotts
Social media has become the most powerful amplifier for these new consumer behaviors. Millennials and Gen Z don’t just write personal reviews. They use their platforms to evaluate Brands publicly. A single critical post, even from a non-influencer, can go viral and impact public perception.
Boycotts also follow the logic of the digital ecosystem. On Twitter(Makarem and Jae., 2016), Instagram, YouTube, and beyond, a brand’s mistake can be magnified in real time. Hashtags, reposted stories, and analysis videos allow ordinary users to become watchdogs of corporate ethics(Laroche et al., 2012). And the consequences are not limited to sales; the brand’s long-term credibility can be damaged(Schau et al., 2009).
4. How Companies Are Adapting
By changing the society flow, companies are adapting their strategies(Harjoto., 2021). Corporate social responsibility is no longer seen as a marketing tactic but as a fundamental duty. Businesses are investing in systemic changes, integrating ethical practices into their operations rather than simply showcasing them.
But above all, what this generation demands is authenticity. Millennials and Gen Z are incredibly sensitive to tone, timing, and context. A poorly worded press release or a delayed response can reveal a brand’s true intentions. Performative activism is quickly spotted and rejected. What they want to see is not polished statements but real commitment.
consumption as a message
For Millennials and Gen Z, consumption is not a passive act, it is a declaration of who they are and what they believe. They examine a brand’s history, its values, and its behavior, and they make their choices accordingly. Boycotts are no longer impulsive; they are deliberate acts of value expression.
By sharing their evaluations online, this generation is holding brands accountable and demanding change. To survive in this new landscape, companies must go beyond offering quality products; they must become trustworthy brands with ethical foundations. In the eyes of young consumers, the question is simple but powerful: Does this brand share my values?
If the answer is no, that brand will slowly but surely disappear from their carts and from the culture at large.
Reference list
Harjoto, M.A. (2021). Corporate Social Responsibility and Corporate Fraud. Social Responsibility Journal, 13(4), pp.762–779.
Kang, J. and Hustvedt, G. (2013). Building Trust Between Consumers and Corporations: The Role of Consumer Perceptions of Transparency and Social Responsibility. Journal of Business Ethics, [online] 125(2), pp.253–265. doi:https://doi.org/10.1007/s10551-013-1916-7.
Laroche, M., Habibi, M.R., Richard, M.-O. and Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), pp.1755–1767. doi:https://doi.org/10.1016/j.chb.2012.04.016.
Makarem, S.C. and Jae, H. (2016). Consumer Boycott Behavior: an Exploratory Analysis of Twitter Feeds. Journal of Consumer Affairs, 50(1), pp.193–223. doi:https://doi.org/10.1111/joca.12080.
Pandey, S., Chawla, D. and Puri, S. (2020). Cause-related marketing: Exploring the differences between Gen Y and Gen Z in India. Social Business. doi:https://doi.org/10.1362/204440820×15929907056634.
Schau, H.J., Muñiz, A.M. and Arnould, E.J. (2009). How Brand Community Practices Create Value. Journal of Marketing, 73(5), pp.30–51. doi:https://doi.org/10.1509/jmkg.73.5.30.
