Baby Boomers are most likely to boycott over corporate activism

Older consumers are more likely to attack the brands they disagree with, while younger generations are more focused on uplifting brands that align with their values, a new PricewaterhouseCoopers (PwC) customer loyalty survey found. Why it matters: Executives and brands feel mounting pressure to weigh in on geopolitics and societal issues, but many cite consumer …

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