Malaysians are no longer just voting at the ballot box — they are now voting at the checkout counter.
A powerful wave of consumer boycotts is reshaping the business landscape in ways brands can no longer afford to ignore.
A recently released study by Ampersand Advisory and InsightzClub reveals that over half (52%) of Malaysian consumers have actively boycotted brands perceived to support contentious geopolitical actions, especially in the wake of the Israel-Hamas conflict.
And with emerging tensions around unfair trade tariffs, the next wave may already be building.
Brands such as Starbucks, McDonald’s, KFC, and Coca-Cola have become high-profile casualties, suffering steep sales declines and widespread outlet closures.
Starbucks Malaysia, for instance, reported a net loss of RM33.7 million in Q1 FY2025, with revenues plunging 55% year-on-year.
From Checkout Counters to Social Media Storms
This new era of activism isn’t just physical — it’s digital.
While 91% of boycotters have stopped purchasing from targeted brands, 31% have also shared boycott-related content on social media, and 19% created original posts.
Although only 8% participated in physical rallies, the real battleground is unmistakably online.
WhatsApp, Facebook, TikTok, and Instagram have become the new arenas of protest, where everyday Malaysians wield hashtags rather than placards.
As Mritunjay Kumar, CEO of InsightzClub, aptly puts it: “For many Malaysians, the boycott is most powerful at the checkout counter, with nine in ten choosing to protest through their wallets rather than on the streets.”
Local Heroes Rise as Global Giants Falters
Where market share shrinks, opportunity grows.
The winners of this consumer rebellion are local and regional brands.
71% of consumers have shifted their loyalty to homegrown coffee and restaurant chains such as Zus Coffee, Kenangan, and Bask Bear.
Beverage brands from neighbouring countries, such as Tealive and Chagee, have also recorded a 70% boost in patronage.
Fast-food players like Texas Chicken and chocolate brands like Beryl’s are also enjoying the surge with over 60% of the brand boycotters switching to local brands.
In an era of economic turbulence, Malaysians are choosing brands that feel closer to home — culturally, ethically, and emotionally.
Not Just Emotional — It’s Informed Consumerism
Malaysians aren’t boycotting blindly; they are making informed decisions.
The top reasons cited include:
As Kunal Sinha, Chief Knowledge Officer of Ampersand Advisory, observed: “Malaysian consumers are extremely conscious about brand behaviour, and will scrutinise it from multiple perspectives — religious, cultural, labour, health, and trade practices.”
The Cost of Ignoring Sentiment: A Cautionary Tale
Brands caught in the crossfire face more than just PR disasters — they risk existential collapse. Beyond immediate revenue losses, the longer-term brand damage could prove irreversible.
The research points out that once consumers have successfully lived without a brand for a year or more, they are unlikely to return.
As Sandeep Joseph, CEO and Co-founder of Ampersand Advisory, cautions: “We conducted this research to see how prevalent the boycott was, even if the Israel-Gaza conflict seems to be getting lesser headlines nowadays. Clearly, the issue is still looming large in the minds of many, and brands need to be sensitive and work hard to overcome this sentiment.”
“Perhaps more worrying, for the brands being boycotted, is the fact that once consumers get into the habit of not using a brand for a year or more, will they ever go back to that brand? From our survey, at least, it seems unlikely that they will. At the same time, this creates more opportunity for local brands to flourish.”
Perhaps even more sobering is this: while 42% of boycotters acknowledge the impact on local employees, they are still willing to accept the collateral damage.
If there’s one takeaway for businesses, it’s this: resilience demands relevance.
How Brands Can Survive and Thrive
Brands under siege need urgent recalibration. Ampersand Advisory recommends that companies must:
The Silent Revolution is Getting Louder
Malaysia’s boycott movement isn’t a moment — it’s a movement.
Brands that understand trust must now be earned through actions, not ads will survive and thrive.
For those that don’t, the decline will not just be swift — it will be inevitable. As the tides of consumer activism rise, the choice is stark:
Sink — or swim with the new currents.
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