With several companies finding themselves in the crosshairs of controversy these days, particularly when it comes to conservative commentators pushing a “culture war” narrative, a new phenomenon appears to be emerging among American consumers: boycott fatigue.
The fatigue sets in when the fervor of the offended party begins to fade.
Perhaps one beneficiary of boycott fatigue is Bud Light.
Formerly the nation’s #1 beer brand for decades, sales have flagged since April when Republican talking points across the nation touted pushed for a boycott after a promotional campaign that saw the brand partner up with a transgender social media influencer.
But Anheuser-Busch InBev reported unexpected levels of growth in the third quarter of 2023.
Sales were up 5% in the late summer months, improving to $15.57 billion. Analysts had predicted growth at 4.7%, making the reality the first positive surprise the brand has seen in months.
Boycott fatigue has become a hot topic on the social media platform X, where some are dismayed that the same red-hot fires of anger that burn bright within them aren’t as strong in others.
“’Boycott fatigue’ less than two weeks without Starbucks, McDonald’s and Disney y’all are absolutely crumbling? Seriously?” wrote one poster.
“You are deeply entrenched in the grips of capitalism if you suffer from 'boycott fatigue,” added another.