New Morning Consult polling found that a majority (54 percent) of U.S. adults said they have heard “not too much” or “nothing at all” about the boycott, which reportedly involves over 400 brands, while brand participation in the effort has little impact on purchasing intent and favorability. The survey was conducted June 30-July 3 among 2,200 U.S. adults and has a margin of error of 2 percentage points.
While advertisers have major stakes in Facebook’s content moderation decisions — they don’t want their ads to appear next to hate speech — average users are less likely to see or be impacted by that sort of negative content on the platform, said Nancy Smith, president and chief executive of the global marketing consultancy Analytic Partners.
Smith said some of her clients took a step back from Facebook due to brand safety concerns even before July, with many reallocating those funds to other social and digital channels, or even using them to help with other expenses, some incurred by the pandemic.
Consumers’ views of companies that do choose to keep spending on Facebook are also unlikely to change much based on that decision alone.
Sixty-one percent of consumers said that brand participation in the boycott would not affect their perception of a company, including 41 percent who said it would have “no impact either way” and 20 percent who offered no opinion. A larger share (70 percent) said the same of their purchasing intent, reporting that participation in the Facebook boycott has no impact on their decisions to buy from one brand or another (49 percent) or provided no answer (21 percent).
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