ABC Reinstates Kimmel to Late Night: Proof Boycotts Are Effective?

Calls to boycott Disney have been circulating online recently after ABC suspended “Jimmy Kimmel Live!”, sparking controversy. However, in a turn of events, Disney has announced the return of the late-night show on Tuesday night after discussions with Jimmy Kimmel, as reported by Variety. The situation is evolving, leaving many uncertain about the impact of this decision on the existing backlash, which led to protests and celebrity withdrawals, prompting questions about the effectiveness of boycotts.

Following the news, there was a surge in calls to boycott Disney-related companies. Musicians Sarah McLachlan and Jewel even withdrew from performances linked to a new Disney documentary as a show of support for free speech.

In response, protesters gathered outside the El Capitan Theatre and Walt Disney Studios in Hollywood and Burbank, respectively. Additionally, some Disney+ users reported technical issues with the cancellation portal for subscriptions amid the boycott movement.

Koen Pauwels, a marketing professor from Northeastern University, explained that boycotts are often a last resort for individuals when other forms of protest seem ineffective. While their effectiveness can be uncertain, Pauwels outlined three key steps that can enhance the impact of a boycott: the company must feel the effects, participation should be widespread, and the demands must be reasonable.

In a case study involving Starbucks in 2013, a successful boycott orchestrated by Moms Demand Action for Gun Sense in America resulted in policy changes by the company. Pauwels emphasized the importance of a focused and feasible demand for companies to respond effectively.

While boycotts are one approach to activism, some movements choose alternative strategies like ‘buycotts’, where supporters increase purchases to back a company’s position. This approach aims to counteract boycotts and can sometimes result in increased sales.

Ultimately, the Disney boycott and the subsequent actions by consumers highlight the complexities of consumer activism and corporate responses, showcasing the power that individuals can wield in influencing business decisions.