March 10, 2025
The Boston Globe recently published an article featuring Kim Donlan, Lecturer of Marketing, discussing how many progressive consumers are struggling to balance their values with practicality as they attempt to boycott major retailers like Target, Amazon, and Walmart due to changes in diversity, equity, and inclusion (DEI) policies.
While some have shifted their shopping habits to smaller retailers or alternative stores, avoiding these major companies often comes at a financial or logistical cost. As consumer activism grows, many are realizing that voting with their dollar isn’t always a simple choice.
“The consumer who’s voting with their wallet is almost somebody who has choices. And for those folks who don’t have choices, whatever it is that works for them has to continue to work for them,” Donlan adds.
In an era where corporate values are increasingly scrutinized, consumers are left navigating a marketplace where ethical choices are rarely clear-cut, forcing many to weigh their principles against the realities of accessibility, affordability, and necessity.
