New research from YouGov has highlighted the boycotting tendencies of Australian consumers compared to 16 other nations, revealing that that 85% of Australians would consider boycotting a brand under the right circumstances.

This places Australia fourth globally, with only Hong Kong (85%), Indonesia (86%), and the United Arab Emirates (88%) indicating a higher likelihood to boycott a brand.

The research comes after McDonalds, Starbucks, Coca Cola and Unilever all reported weaker sales in recent months, as a result of global boycott campaigns over their perceived support for Israel’s ongoing military offensive in Gaza

The study delved into the reasons that would prompt Australians to boycott a brand. Health risks posed by a brand or product, engagement in unethical practices by a company, sudden price hikes by a brand, disapproval of a company's business dealings with certain countries, and environmental pollution by a brand were among the top reasons cited.

The study also found that 83% of Australians would consider returning to a boycotted brand under the right circumstances. This places Australia seventh out of the 17 nations polled in terms of likelihood to return to a previously boycotted brand.

Among Australians who would stop boycotting a brand, most would do so if the company shares results on how they have addressed the objectionable issue (72%), or if the company provides a plan to address the issue they find objectionable (59%). Additionally, 41% of Australians would reverse a boycott if the company issued an apology, and 30% would do so if an outside entity penalised the company for their actions.

The YouGov study was based on surveys of adults aged 18+ years in 17 markets, conducted online in February 2024.