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Garritt C. Van Dyk, Senior Lecturer in History, University of Waikato

Consumer resistance is rising in the age of Trump. History shows how boycotts can be effective

Justin Sullivan/Getty Images

Boycotts are back. With people worried about everything from labour practices and human rights to tariffs and equal opportunity initiatives, collective consumer resistance has been rising globally.

Right now, there are several month-long boycotts of Target underway in the United States due to the company abandoning its diversity, equity and inclusion (DEI) programme. Longer boycotts of specific corporations, beginning with Amazon, are scheduled for March and April.

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