President Donald Trump’s policies have consumers across the nation responding by boycotting businesses that endorse him or sell Trump branded products.
One of the movements gaining momentum is the #GrabYourWallet campaign, launched last fall when Trump’s controversial comments toward women emerged.
This response has given a new way for people to make their voices heard.
The campaign blew up on social media, garnering support from over 2,187 Twitter users that engaged in the hashtag #GrabYourWallet since January, according to Keyhole, a company that offers social media analytics.
People are able to hit President Trump where it hurts by choosing to boycott businesses that have previously endorsed or currently sell Trump products.
The President has already tweeted about this movement, calling out Nordstrom for dropping his daughter Ivanka’s clothing and accessory lines. This form of protest is silent in its nature, but speaks volumes in the bigger context.
In a Business Insider interview, founder of Brand Keys marketing research company Robert Passikoff stated that the boycott is an ideological reaction to Trump.
It sends the message to companies that people are willing to use their consumer power to make their messages heard, and that a company’s lack of positioning in this moment of political turmoil might cost them clients.
As of this month, the #GrabYourWallet website features 57 companies that sell Trump branded products or are somehow affiliated with the president on their boycott list.
They also include the numbers to company’s customer service and corporate headquarters, along with a brief script of what to say to representatives of the company.
This boycott shows the power of grassroots political activism, which has seen a surge since Trump’s election in November.
With the power of social media adding fuel to the fire, this alternative but effective way of protesting provides yet another way of showing dissatisfaction with the presidency and its policies, which are discriminatory to various groups.
This campaign has already got companies such as Nordstrom, Neiman Marcus and Uber to disassociate themselves with President Trump and other Trump family related businesses.
Upon protests at the John F. Kennedy airport in New York, in response to Trump’s executive order banning refugees from seven Muslim-majority countries, New York Taxi Workers Alliance declared a strike and did not pick up or take any passengers.
Soon after, the hashtag #DeleteUber started trending on social media, in response to the company’s lower prices for clients at JFK airport.
With the controversy, and being on Trump’s business advisory council, CEO Travis Kalanick made the decision to step down from his position on the council, proving consumers have the power to influence change.
The #GrabYourWallet movement and others have added to the arsenal of tactics available to show dissent to the current administration, through both social media and consumer power.
It is important to know that there are many ways to make your voice heard. As the saying goes: money talks.