B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
12%
12% -- consumers following through on boycott intention for consumers (2025)
Only 12% of consumers follow through on their stated intention to stop buying from a brand whose advertising they find offensive.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
12%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Kantar
Primary
Tier B
https://greenfroglabs.com/blog/controversial-commercials ↗
Source Article
Some of the most effective commercial ads in history were also the most controversial. Nike's Kaepernick campaign added $6 billion in brand value. The techniques that make viral marketing videos spread - emotional triggers, cognitive dissonance, social currency - are the same ones that make controve…
Original Research
Kantar
· Original study ↗
Methodology
Kantar 2025 Ad Reaction Study
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 12% consumers following through on boycott intention. Source: Kantar (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/kantar-2025-follow-through-boycott-12
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<blockquote cite="https://lighthousedata.io/data/kantar-2025-follow-through-boycott-12" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>12%</strong> -- consumers following through on boycott intention for consumers<br><small>Source: Kantar (2025) · <a href="https://lighthousedata.io/data/kantar-2025-follow-through-boycott-12" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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