Why are some consumer boycotts more successful than others? These days, it seems a new consumer boycott appears every day. From Amazon to Bud Lite to Starbucks, boycotts of various strengths make the news. Let’s set aside whether any given boycott is justified, or how we might define success, because the insights in this essay apply regardless. We’re going to look at what might or might not help a boycott work, and consider examples.

No one factor determines success, but they boil down to one key question: How expensive in time, money, or quality is it to switch to the nearest substitute for the target of the boycott? The more expensive it is to boycott, the less likely the boycott will succeed. What affects the costs of participating in a boycott? The answers to this question are simple: time, money, and quality.

Competition reduces all three of these costs. In a capitalist society, few companies have significantly better products than the competition.