How Battling Brands Online Has Gained Urgency, and Impact

But the effects of these campaigns go beyond business. In a nation where politics have grown pitched and sclerotic, fighting brands online suddenly feels like the most effective political action many of us can take. Posting a hashtag — #deleteUber, for instance, or #grabyourwallet — and threatening to back it up by withholding dollars can bring about a much quicker, more visible change in the world than, say, calling your representative.

Brand-focused online activism can work for every political side, too: Don’t like a New York theater company’s Trump-tinged production of Shakespeare in the Park? There’s a boycott for you, and Delta and Bank of America will give in.

Yet the mechanics of social media suggest it will be the cultural and political left, more than the right, that might win the upper hand with this tactic — especially when harnessing the power of brands to fight larger battles for racial and gender equality, as in the Uber and Fox News cases.

“Women and people of color have gravitated to social media and were early adopters of it,” said Shannon Coulter, a marketing consultant who co-founded Grab Your Wallet, a campaign aimed at urging retailers to stop selling Trump-branded products. “Social media is actually a lever for social justice. It’s a way of leveling the playing field.”

To see why, we must first understand why brands are suddenly more vulnerable to consumer sentiment than they once were. It all comes down to one thing: Social media is the new TV.

In the era when television shaped mainstream consumer sentiment, companies enjoyed enormous power to alter their image through advertising. Then came the internet, which didn’t kill advertising, but did dilute its power. Brands now have little say over how their messages get chewed up through our social feeds.

Yes, they can run ads on Facebook, Twitter, Snapchat and everyplace else. But social media elevates consumers over corporate…

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