Half of consumers say they've boycotted a brand that had different values

An overview of consumers boycotting brands because their values don't align across 13 markets.

One-half (49%) of consumers say they've boycotted a brand because their values didn't align, according to the latest research from Ford and Harris Insights & Analytics in their online survey of 13,003 adults across 13 markets.

Brand boycotts are most common in India and the Middle East (Saudi Arabia and the United Arab Emirates), where 68% and 61% of consumers say they have done so, respectively. In comparison, less than two-fifths have boycotted a brand in Spain (36%) and

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