NOM’s General Mills Boycott Is Even Less Successful Than Its Starbucks Protest
July 11, 2012 1:18 pm ET by Carlos Maza
It’s hard to imagine a protest being less successful than the National Organization for Marriage’s (NOM) current boycott against Starbucks, which was launched after the coffee giant announced its support for marriage equality in March. Any way you look at it, the boycott has been a major flop: it hasn’t impacted the company's sales or stock value, has failed to catch on internationally, and is still being significantly outpaced by an effort to thank Starbucks for its support for marriage equality.
As pitiful as NOM’s Starbucks effort is, however, it actually looks like a huge success when compared to the organization’s recently-announced boycott of General Mills for supporting marriage equality.
As of Wednesday morning -- over half a month since the launch of the boycott -- NOM’s petition against General Mills had received under 22,000 signatures, less than the Starbucks effort received in its first week:
By this point in the Starbucks boycott, NOM’s petition had received over 28,000 signatures.
NOM’s General Mills boycott has been similarly unsuccessful in affecting the company’s stock value, and the protest has once again been outpaced by a campaign to thank General Mills for opposing Minnesota’s anti-gay marriage amendment.
The failure of yet another NOM protest does not bode well for the organization’s status as a power broker in the fight over marriage equality. With the list of major pro-equality corporations growing, NOM’s boycotts are starting to resemble the efforts of groups like One Million Moms -- ridiculous and funny to read about, but not exactly something most companies need to worry about.