Peeling back all the layers of the internal conversation which led me to settle on this topic, I suppose it comes down to this question: Does it really matter if I choose to boycott a business? Sure, it might make me feel better to not do business with a company or support an organization I disagree with, but what impact does my choice really have? There are likely to still be plenty of people who are willing to shop, dine, donate to, or support that company or organization. If that’s really the case then, besides addressing my own principles or sensibilities, have I really made a difference?
I recently shared with you all my personal anecdote about “Crossbar”, the German-style beer hall here in Baltimore. I explained my decision to stop going there after the owner made racist comments on Twitter. It truly is a great spot to get some beers (Served by the liter!) and spend time with friends. However, when you think about it, apart from the liters of beer, I’ve just described any number of places where beer is served, and friends gather.
That’s something I’ve come to better understand as I’ve been doing my research. I’ve been looking at a lot of books and articles written mostly by sociologists. The consistent theme is choice. Choice is what makes my decision possible. The fact that there are other places to grab a drink and hang with friends makes it a less painful decision for me to stop going to Crossbar. In fact, the sheer amount of choice is what makes “consumer activism” possible. The more options a person or a group or a society has, the easier it is to choose to support some organizations and businesses over others.
What I’m hoping to learn as I pull all of this research together is whether the owner of Crossbar even knows that I’ve stopped going? Not literally, obviously. We don’t know each other personally. He won’t notice I’ve stopped coming around. However, do my actions serve as an example to others? It’s not enough to simply stop going myself. I need to share with others the reasons behind my choices, and perhaps inspire them to make that choice too. When many stand in solidarity to express their displeasure, would that somehow influence the Crossbar owners of the world to change their negative behavior?