Despite the millions of ways social media was supposed to make life simpler and more convenient, retailers have long since found that it’s not the selling playground that they once imagined it to be. More often than not, brands are running afoul of their shoppers’ preferences rather than delivering on them, and every once in a while, the wires become crossed enough for one side to take moral offense to ad campaigns or business decisions.
And then comes social media’s version of an angry mob with pitchforks and torches: the boycott.