Recently, an interesting consumer boycott has been initiated in Turkey. This boycott, which regulates the purchasing habits of the middle class, brings to light the power and influence of this group, an important player in the economy.
The boycott targets, in particular, pro-government media channels and the major brands that advertise on these channels. Media outlets such as NTV and A Haber, as well as Doğuş Ülker groups, Volkswagen cars marketed by Doğuş Group, coffee chains, and supermarkets selling non-alcoholic beverages, are also part of the boycott’s targets.
The increasingly significant role of the middle class and its conscious consumption choices in the Turkish economy is becoming more evident by the day. It is said that the millions of people participating in the boycott will have a greater impact than the crowd expected to gather at the Maltepe rally today. This boycott is not only an economic reaction but also seen as a social solidarity and awareness movement. Consumers are realizing that the more carefully and consciously they make their choices, the more accountable the big brands and media will have to be.
Although the long-term effects of the boycott are yet to be fully determined, it is clear that, in this period of growing power for the middle class, this group has the potential to shape the economy. This new consumer movement should be regarded not only as a political reaction but also as the beginning of a period in which purchasing power and behavioral patterns within society are changing.
