Some young consumers are letting politics guide their spending amid DEI rollbacks. A recent Harris poll revealed that 31% of Americans have no interest in supporting the economy this year, with Black shoppers, Gen Z, and Democrats polling highest. (Though, this doesn’t mean they can totally opt out.) For a lot of young shoppers, if a brand’s not on the same page as them politically, they’re out—with many ditching stores entirely after controversial moves on issues they care about. This has led to a rise in both boycotts and quieter disengagement, as some are trying not to shop at all rather than confront brands directly. One of the most notable examples of this is the recent backlash against Target, which is facing criticism for rolling back on DEI and trying to still “support” DEI events. While brand boycotts aren’t new, especially from young consumers, companies are now feeling the heat to decide where they stand politically. (The Guardian)
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