There’s a quiet revolution happening in shopping baskets across the globe. But it’s not about trends, or even tech. It’s about trust.
Consumers today are more clued-up, more values-driven, and far more likely to put principles before price. Consumer activism is reshaping the retail industry. Customers are making their voices heard by boycotting brands that fail to align with their ethical expectations; whether that’s diversity, equity, and inclusion (DEI), sustainability, or fair labor practices.
This shift toward values-driven commerce is impossible to ignore. Studies show that 75% of consumers want brands to take a stand on social and environmental issues, and 73% of Gen Z shoppers will switch brands if one does not meet their ethical expectations.
From backlash against DEI initiatives to calls for greater corporate accountability, retailers are facing a new challenge: how to maintain an ethical reputation while responding effectively to consumer activism, without alienating their customer base.
From viral boycotts to fast-fashion fatigue, the shift is clear: shoppers are rejecting businesses that cut corners in favor of brands that take the high road. And that puts ultra-low-cost giants like Temu and Shein directly under the microscope.
Consumer boycotts aren’t new. But the speed and scale at which they can now happen is unprecedented. Social media has supercharged the consumer voice, allowing ethical concerns to become global movements almost overnight.
According to Edelman, 63% of global consumers buy or boycott brands based on their beliefs. Morning Consult found that 53% of US consumers have boycotted at least one company in the past year, while over 70% of Gen Z say they’ll switch brands if a retailer doesn’t align with their values.
From calls to boycott Starbucks over perceived political stances, to Bud Light's PR crisis following its partnership with a transgender influencer, the message is clear: Ethics in retail are no longer optional.
The power is in the hands of the people - and they’re not afraid to use it.
Few brands have generated as much hype (and controversy) in recent years as Temu and Shein.
Their growth has been nothing short of explosive. Their pricing? Jaw-droppingly low. But it’s not magic. These businesses thrive on hyper-efficient, often opaque supply chains.
It all adds up to rock-bottom prices, but at what cost?
And yet, millions of consumers continue to shop with them. Why? Because price talks. But increasingly, so do principles.
The backlash is brewing.
Consumers are beginning to question the too-good-to-be-true price tags. They’re noticing when clothes arrive that barely last a wash. They’re frustrated by vague return policies and delivery times that stretch into weeks. And they're concerned about the impact on people and the planet.
That’s where the consumer boycott movement is gaining ground. It’s not about cancel culture. It’s about accountability.
Brands that put profit before people are being called out. And those that step up with transparency, ethics and quality? They’re earning not just loyalty, but advocacy.
Trying to undercut Shein or Temu is a losing battle. Their scale, speed and sourcing power can’t be matched by most Western retailers. And honestly? They shouldn’t be.
In other words, they’re competing on principles.
Brands like Patagonia, Everlane, and Allbirds have shown that you can be profitable without compromising on ethics. And consumers are buying in - sometimes literally. A recent survey found that 55% of Gen Z are willing to pay more for climate-friendly products.
Ultra-low-cost retailers thrive on impulse. Flashy ads. 99c price tags. Viral hauls.
But brand loyalty? That takes more than a bargain bin.
For retailers to compete in this new landscape, they need to double down on what makes them credible, consistent, and worth sticking with.
Take Rothy’s, for example. By using recycled plastic in their shoes and clearly communicating that story, they’ve built a passionate following. The product is good. The purpose is clear.
The result? Customers who feel like they’re part of something bigger than just a purchase.
The ethics conversation doesn’t stop at what’s being sold; it continues into how it gets into customers’ hands.
Fulfillment might not be the sexiest side of retail, but it’s where promises are kept or broken. And it’s where many ultra-low-cost retailers fall short.
That’s where fulfilmentcrowd’s clients stand out. We support brands that care about every step of the journey, not just the checkout.
In short: we help retailers deliver on their values - literally.
Of course, ethics isn’t always smooth sailing. Brands that champion diversity, equity and inclusion (DEI) or environmental, social and governance (ESG) initiatives often face pushback from vocal critics.
Just ask Target, who faced boycotts from both sides during its 2023 Pride campaign. Or Nike, whose partnership with Colin Kaepernick sparked controversy - and a 31% sales surge.
Brands that flip-flop lose credibility. Those that stand firm gain respect.
Authenticity means doing what you believe is right, even when it's difficult. Especially when it's difficult.
That’s why more brands are investing in long-term values, not short-term applause.
We work with brands who understand that cheap isn’t cheerful if it comes at a hidden cost.
We don’t believe in race-to-the-bottom pricing. We believe in delivering value through service, innovation, and integrity.
But it’s not just about what we do; it’s about how we do it. Our fulfillment model is built around sustainability from the ground up. The fulfillment partners (FNPS) we work with operate with environmentally responsible practices, ensuring our clients’ values are reflected in every stage of the logistics journey.
Take Haith’s, for example - an eco-conscious brand supported by our partner facility at Fairfield. Constructed in 2022, this center was designed with nature in mind. Over 20% of its two-acre site is dedicated to thriving native trees, hedges, and ponds, creating a space where logistics activity and the environment coexist in harmony. Transparent roof lights reduce the need for artificial lighting, while air source heating, renewable energy, and premium insulation support optimal energy efficiency.
This is the kind of fulfillment environment we’re proud to offer; one that delivers for customers and the planet.
We’re not here to help you mimic Temu. We’re here to help you beat it by being better.
The tide is turning. The boycott movement is growing. And consumers are increasingly choosing brands that walk the ethical walk.
Temu and Shein might dominate headlines today. But long-term loyalty? That belongs to brands who earn it the hard way - with transparency, integrity, and consistent customer experience.
Retailers have a choice: compete on price or compete on principles.
We know which side we’re on.