The act of boycotting has been around for the longest but gained significant momentum in October 2023, when the Israel-Gaza conflict broke out. As consumers continue to boycott brands, a recent YouGov survey aims to understand this boycott behavior of consumers in the UAE and Saudi Arabia. It reveals why people boycott and indicates what brands can do to win their consumers’ trust again.

Data from the survey shows that 66% of UAE and Saudi consumers noted that they have boycotted a brand, either temporarily or permanently, after a scandal. The kingdom has shown more of this behavior, with 72% of respondents from the country showing that they were more likely to say this compared to those in the UAE (60%).

One reason consumers boycott a brand is based on political or social issues that go against their views and will most likely make someone stop using it (49%.) This is shown to be more common among Saudi consumers (53%) than UAE consumers (45%.) Another reason is faulty/ damaged or dangerous products (46%.)

At the same time, inappropriate, insensitive, or misleading advertising is cited as a common reason to stop using or buying from a brand (39%), along with an unhealthy work environment at the brand’s end, such as DEI practices or income distribution.

Other reasons for not using a brand include unethical work practices (30%) and allegiance to unethical people, associations, or causes (26%).

The consumers in both Gulf states are aware of the strong impact boycotting brings, with almost three-quarters (73%) agreeing that it helps convince a company to change its policies or actions. This sentiment resonates more strongly among Saudis (77%) than UAE consumers (69%).

However, suppose brands act up and respond to the issues that lead to the boycotts. In that case, the survey shows that a majority of consumers in both markets said they returned to the brand in less than six months (19%) and started using or buying from the brand one week after the scandal, while twice this number (37%) waited up to a month.

Two in five returned to the brand after six months (26%) or later than that (13%.)

Such solutions on the brand’s end and motivations for the consumer to return involve improvement in products and services offered (51%), closely followed by the brand taking corrective action and rectifying its mistake (49%).

Many consumers were encouraged to return to the brand once the people involved in the scandal stepped down from the company (32%) or because they could not afford or enjoy competitors’ products or services (30%).