Inside the Mindset of a US Brand Boycotter


Brand scandals can significantly hit your brand equity and reputation among consumers. The population may eventually forgive brands who act fast and effectively when dealing with a scandal, but companies that fail to do so may see a long-term decline in brand health and consideration by consumers.

Brands need to know how to monitor a brand scandal and how to target messaging to stop any further decline. For this report, YouGov ran an in-depth statistical analyses of YouGov Profiles and YouGov BrandIndex data to produce actionable insight including:

Highlights of the Study:

 

  • How many people have stopped using a brand because of a brand scandal.
  • How many people have stopped using a brand because of a brand scandal.
  • The effect of a scandal on consumer attention.
  • How to reach those who have stopped using your brand, and what messaging to use.
  • Personality profiling of people who have stopped using a brand.

 

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