The number one predictor of what makes a boycott effective is how much media attention it creates, not how many people sign onto a petition or how many consumers it mobilizes,” King said in 2017. Ironically, Trump’s inability to shut up likely helped the boycotters by

In The Marketplace of Revolution: How Consumer Politics Shaped American Independence historian T.H. Breen wrote, “Only people who had experienced the pleasures and frustrations of so many consumer choices could possibly have come to appreciate how a disruption of that market might be an effective weapon.”