Experts warn that it will likely take much more than a couple days of social-media boycott posts to have any sort of impact.
News of an upcoming Donald Trump fundraiser hosted by billionaire owner of Equinox and SoulCycle, Stephen Ross, has been met with swift calls for a boycott, with celebrities from Wilson Cruz to Chrissy Teigen suggesting people cancel their memberships to the fitness chains.
“In general, boycotts largely don’t work, because most people aren’t compelled to make substantial lifestyle changes for an impact that seems indirect,” Maurice Schweitzer, who focuses on business ethics as a professor of management at the University of Pennsylvania’s Wharton School, tells Yahoo Lifestyle.
“We had massive environmental damage, and thousands of people signed onto the boycotts,” Schweitzer says. “You’d think gas would be the easiest thing to switch. But still, people went back.” And in this case, with Equinox, he says about most of its members, “You feel conflicted — you do now. But in a month, or even more quickly, I assure you, this will pass.”
It was apparently not worth the effort, for example, for fans of a group of luxury hotels, says Koku, including the Beverly Hills Hotel, which George Clooney implored people to ban because they are owned by the Sultan of Brunei, where being gay is deserving of the death penalty. “They’ve not suffered a bit,” Koku says of the hotels.
All of this is not to say that boycotts never can work, say both Koku and Schweitzer, who point out as successes both the United Farm Workers Grape Strike led by Cesar Chavez in California in 1966, and the Montgomery Bus Boycott in Alabama beginning in 1955 with Rosa Parks and ending with an integrated bus system.
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