Hello, webuserid-ga!
I have compiled some resources to answer the various parts of your
question about online consumer activism, and tried to find a few
examples of successful campaigns against CPG's. This is a broad
subject but I believe I have provided you with a good start in trying
to narrow it down a bit!
HOW TO ORGANIZE ONLINE CONSUMER ACTIVISM
==========================================
"Using the Internet for Outreach and Organizing - A Virtual Activist
Training Reader." http://www.netaction.org/training/reader-html/
An expanded version of this training site, with examples and links,
can be found on the following site:
"The Virtual Activist- A Training Course," presented by Audrie
Krause, NetAction, Michael Stein, Children Now, and Judi Clark,
WomensWork
http://fringe.davesource.com/Fringe/Politics/Virtual_Activist.html#part1
==
"Volunteer activism via the internet." The Virtual Volunteering Project.
http://www.serviceleader.org/old/vv/activist.html
==
"Activist's Grass Roots Handbook." Compiled by William H. Dailey, Esq.
http://www.heall.com/medicalfreedom/grassroots.html
"The Internet is the ultimate grassroots organizing tool. It allows
for anyone online to have input and to inform themselves regarding the
organization's positions and supporting documentation. It allows for
anyone to research an enormous and ever growing database of public
information to aid in the evaluation and resolution of situations."
SOME EXAMPLES OF CPG ONLINE BOYCOTTS
=====================================
American Family Association vs. Proctor and Gamble:
The American Family Association used the power of the internet to
disseminate information and gain petition signatures for it's recent
boycott of Proctor and Gamble's products - Crest toothpaste, Tide
detergent, and Pampers diapers.
See "YOU WOULD NOT BELIEVE THIS ABOUT PROCTER & GAMBLE." American
Family Association. http://www.pgboycott.com/pgproofemail.asp
=
Has the American Family Campaign been successful?
"When the AFA undertook a boycott against Procter & Gamble products,
most notably Tide detergent and Crest toothpaste, it cited the
company?s support for the campaign to repeal Article 12, a section of
Cincinnati?s city charter that prohibited laws based on sexual
orientation, including non-discrimination and domestic partner benefit
policies."
"Our boycott of P&G has been successful," AFA Chair Donald Wildmon
wrote in an April 16 e-mail to subscribers. "We cannot say they are
100 percent clean - but judging by all that we found in our research,
it appears that our concerns have been addressed."
"But Procter & Gamble did not withdraw its support for repealing
Article 12, and Cincinnati voters approved the repeal in November."
See "Geez Whiz - Kraft faces boycott over its sponsorship of Gay Games
in Chicago," by DYANA BAGBY. SOVO.com May 20, 2005
http://www.sovo.com/2005/5-20/view/actionalert/index.cfm
Also read "Christian group ends P&G boycott. Company denies change in
TV ads," By Alexander Coolidge. Cincinnati Post. 4/2005
http://news.cincypost.com/apps/pbcs.dll/article?AID=/20050420/BIZ/504200336/1001
==
CASPAIN vs. Gillette:
CASPAIN (Consumers Against Supermarket Privacy Invasion and Numbering)
has posted a web page outlining various strategies consumers can use
to fight back against Gillette's hidden "spy cameras" on market
shelves.
The site provides a list of products to boycott, a link for consumers
to write or call Gillette, a suggestion for contacting lawmakers and a
link to join CASPAIN in their fight. The website encourages consumers
to SHOP RESPONSIBLY, WRITE, INFORM OTHERS, CONTRIBUTE TIME OR
RESOURCES, PROTEST AND THINK.
See "Fight Back." http://www.boycottgillette.com/fightback.html
EFFECTIVENESS OF CONSUMER BOYCOTTS
===================================
"Ten tips for boycott targets - consumer boycott targets," by D. Kirk
Davidson. Business Horizons, March-April, 1995
http://www.findarticles.com/p/articles/mi_m1038/is_n2_v38/ai_16793724
Excerpt: "Beyond the academic interest, however, boycotts are of
obvious importance to managers. How can or should managers respond to
them? Surprisingly little has been written in answer to this question.
The author conducted a recent survey of major consumer goods
manufacturers and retailers--the types of corporations most likely to
be the subject of boycotts--to discover what managers actually do in
response to a boycott, real or threatened. The survey results
confirmed that in fact there are no common patterns of response, no
universally acceptable strategies. Every manager responded that each
boycott must be dealt with individually, given the diversity of
today's boycott issues and organizers. The circumstances of each
situation--the nature and strength of the boycotting organization,
competitive threats, social and political pressures, ramifications for
the targeted firm's own business strategy-require a custom-tailored
set of reactions."
==
Boycotting: Walk on buy," By BBC News Online's Ryan Dilley
http://news.bbc.co.uk/1/hi/uk/702491.stm
"Boycotts tend to mobilise relatively small groups of concerned
people. There are only a certain number of issues over which entire
populations will change their daily habits. Even if we can be
transformed from "Not In My Back Yarders" into conscious consumers,
the mass of brands produced by today's multinationals make it hard to
know what not to buy."
"Ruth Rosselson from Ethical Consumer magazine says boycotts can be
effective if shoppers are armed with lists of all the products made by
the target company. She refutes suggestions the public will happily
forego the odd luxury product, but balk at abandoning their favourite
brands."
"There are always alternatives in the shops. You can simply choose one
product over another. It's very easy to just pick up another brand."
"Ms Rosselson points to the recent move by UK supermarkets to stop
stocking genetically-modified foods after a public outcry."
==
Liberation Magazine maintains a website and an active discussion forum
to highlight it's consumer campaigns.
http://www.liberation-mag.org.uk/Home.htm
An article on their site mentions the success the organization had
against P & G's Iams/Eukanuba and Sunny Delight subsidiaries.
"We know we have had a huge impact on the success of their
Iams/Eukanuba and Sunny Delight subsidiaries. For example, after a
concerted campaign against the ?enriched juice drink? that included:
distribution of tens of thousands of leaflets; opposition Sunny
Delight?s child-orientated marketing and promotional activities; and
highlighting it on our Days of Action, its sales have slumped to such
an extent that P&G are now seeking (unsuccessfully) to sell what was
once hailed as a marketing miracle. The campaign against IAMS/Eukanuba
has reached millions of ?pet? owners worldwide and turned them off not
only the ?pet? food, but also P&G?s other consumer and cosmetic
products.
http://www.liberation-mag.org.uk/P&G04.htm
==
Some examples of the effectiveness of consumer campaigns followed by a
variety of company responses can be found in the following article:
An excerpt from "Ethical Consumers." Just Business
http://www.jusbiz.org/showpage.php?pagename=showarticle&articleid=31
"Different companies react to consumer pressure in different ways.
Some may seek to challenge the accusations made against them by
consumer groups, and defend their reputation. Others may seek to
convince consumers that they have taken on board their concerns and
changed their behaviour accordingly. Some firms, observing the growth
of consumers ethical awareness, have recognised the marketing
opportunity that is presented and have taken a lead in adopting
policies that may be perceived to be ethically clean."
"Nestle are one company that has tended to follow the first course of
action. Nestle denies that its marketing of infant formula is in any
way improper, and has published advertisements defending its position.
The company has resolutely refused to give in to the campaigners."
"Interestingly, where Nestle's approach to dealing with ethical
consumers and campaigners was once held up as an example to industry,
it is increasingly seen as outdated. 'Marketing Week' magazine, in
February 1999 commented "Nestle, on present evidence, seems to prefer
the defensive route... obfuscation and legal prevarication. After all
this policy has served it well enough for over 20 years - why should
it not continue to do so? One answer is that the climate of public
opinion has changed, and with it notions of responsibility."
"Hamish Pringle, former vice-chairman of Saatchi and Saatchi
advertising agency believes that Nestle need to follow the example of
Shell, who initially responded to ethical campaigners in a similar
fashion to Nestle, but who have more recently sought to improve the
public perception of their activities. He says "To lay the ghost of
baby milk aside, Nestle should embark on a cause-related and ethical
programme and embrace the activists suggestions on business practice."
"Supermarkets and other retailers have been in the forefront of
businesses responding to consumers ethical concerns by giving them at
least some of what they are asking for. The supermarket shelves are
full of products that proclaim themselves environmentally friendly.
Organically grown foods, free range eggs and so on are much more
widely available than they once were. It was not so long ago that fair
trade products were only available in charity shops, or through church
and community organisations, but now they are widely available in all
supermarkets and through most specialist tea and coffee retailers.
Whereas originally there were only one or two brands available, for
example Cafe Direct coffee and Clipper tea, most supermarkets now
carry a wide selection of packets from a variety of suppliers that
declare themselves fairly traded. Fair trade coffee now accounts for
up to 15 % of total ground coffee sales in the UK, in a market that is
worth almost £100 million per year."
==
Consumer boycott campaigns have been successful enough that some
companies are now employing strategies to guard against their effects.
See "Brand Name Bullies Fearful of Consumer Activists. The Commercial Alert
December 28, 2004 http://www.organicconsumers.org/corp/afraid122904.cfm
"Yesterday, the New York Times carried an important article about the
impact that determined detractors can have on a brand or a company.
The article reveals that some companies are so worried about their
detractors that they even hire the firm BuzzMetrics to help them gauge
the effect of detractors on their business. This is hopeful news. It
suggests that we have more influence than we may realize. It suggests
that if we are crafty and strategic in our commercial disobedience,
even a single determined detractor can have a major impact on a
company."
(See copy of NY Times article on the site......)
===
I hope these articles prove helpful!
umiat
Search Strategy
organizing online consumer activism
boycotting consumer products
successful consumer campaigns against consumer products
successful consumer boycotts against CPG brand goods
does online consumer activism work?
American Family Association boycott of Crest
boycott against Gillette
success of campaign against Iams
does online consumer activism work? |
,
0 Comments
)