As boycotts increase, brands apologise quickly to China consumers except on Xinjiang

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STOCKHOLM - Amid a rising wave of nationalism, Chinese shoppers have mounted at least 78 boycotts of foreign companies since 2016, more than six times the number seen in the preceding eight years, a

new study found.

More than 80 per cent of companies apologised upon facing backlash for actions or advertising seen as infringing on China's territorial integrity, such as the status of Taiwan and Tibet or the pro-democracy protests in Hong Kong. The findings underscore how China's 1.4 billion shoppers have gone from untapped goldmine to potential minefield for global consumer brands.

H&M - the biggest corporate target in the Xinjiang-related boycott wave last year - didn't apologise, stating that it has always respected Chinese consumers and was devoted to its long-term growth in the country. The clothing brand is still cancelled on nearly all e-commerce platforms to date. The varying apology rate could be due to intense scrutiny on Xinjiang's forced labour issue in Europe and North America. While firms may be able to stomach the reputational cost of being less supportive of Taiwan's sovereign claim, for example,"it is much harder to imagine that they would be comfortable with accusations of being implicated in what some western parliaments and governments have labelled genocide," the study said.

The think tank examined boycott incidents between 2008 and 2021. Besides the general intensification since 2016, researchers found that boycotts reached a peak in 2019, when the US-China trade war was playing out. The Swedish National China Centre was established last year and is largely funded by the Swedish government to inform policy makers and businesses about China.

 

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