NASA leaders during a past function. [Photo/the-star.co.ke]
As it enters its third week, the consumer brands boycott called by National Super Alliance (NASA) has yet to cause havoc to the economy. The brands targeted in the boycott, a euphemism for economic sabotage, are still moving on the shelves while Safaricom’s services remain indispensable.
Pushing a campaign against a brand needs very strong ideological support and emotional commitment on the part of consumers. The NASA boycott lacks these two fundamental drivers.
The most effective brand boycott in Kenya would be based on health reasons and perhaps other key factors such as bad labor practices, high cost, poor quality or standards or vague source. Without these factors, in play, it’s nearly impossible to have a successful boycott.
The thinking is often to stimulate political feelings against target brands. But the reality soon catches up when consumers find no solid reason to dump their favorite brands. Consumption is, by all means, an economic decision which cannot sustain a political cause.
First, there is brand loyalty where consumers love certain brands for very personal reasons ranging from quality to satisfactory feeling and historical connection. The second factor working against the boycott is lack of competitive alternative products.
This leaves consumers with fewer options to turn to. Some of the targeted brands are dominant players in their respective industries. Their market leadership is backed by strong distribution networks which gives them a presence even in remote areas where their smaller rivals cannot access due to cost and logistical challenges.
Some products and services are such a necessity that they have become part of people’s lives. A good example is Safaricom’s M-Pesa. The money transfer service is a must-have for more than 10 million phone users facilitating daily lives when it comes to sending money and making utility payments.
These brands also earn livelihoods for millions of people as dealers, retailers, and brokers. It’s a long shot for Nasa as the endgame is not clear. Simply said, economic decisions cannot be used to achieve a political cause. The boycott may have started with hype but it’s bound to lose steam with time.