The CEO of the popular app 'Buycott' has created a new platform for the purpose of creating a campaign that will urge Starbucks to "dump Trump."
'Payola' is a website that was designed to work as a "reverse Kickstarter." When a campaign is set up, participants can pledge to help the company financially if they abolish an inhumane or unethical practice. The only campaign on the website so far is one that is allowing participants to pledge to buy Starbucks gift cards if the company "dumps Trump" -- since it has a lease in Trump Towers in New York City. There are many companies who have already boycotted the unprincipled political candidate and Payola hopes to urge Starbucks to follow suit by offering them more business rather than taking it away.
This reverse boycott concept is creative and could be effective, seeing as the crowdfunded site is offering companies an incentive to raise its standards rather than threats.
Conditional Gift Card Pledges
The Payola Website is Urging Starbucks to "Dump Trump"
Trend Themes
1. Reverse Boycotts - The concept of boycotting a company until a certain action is taken is turned on its head with this approach that offers an incentive for positive change.
2. Ethical Consumerism - As consumers become more vocal about their values, companies may need to consider not just what they sell, but the values they espouse.
3. Crowdfunded Social Activism - With tools like Payola, individuals can leverage the power of crowdfunding to effect change on a larger scale than they might individually.
Industry Implications
1. Online Advocacy Platforms - Tools that connect consumers with companies and campaigns that align with their values could become increasingly popular.
2. Gift Card Retailers - Companies that sell gift cards, especially those that represent a wide range of retailers, may face increasing pressure to take political stands.
3. Crowdfunding Platforms - As crowdfunding becomes more mainstream and popular, platforms are likely to evolve to meet the needs of social activism campaigns.