The “Resist and Unsubscribe” campaign, launched by marketing professor Scott Galloway, represents a coordinated month-long economic strike targeting major tech companies and ICE-enabling corporations. For business leaders and entrepreneurs in The MTM Network, this movement presents both challenges and opportunities. It requires thoughtful navigation aligned with corporate values so leaders address both their customer base and operational realities.​

Understanding the Economic Strike Movement

Consumer activism through economic boycotts has intensified significantly in 2025-2026. Movements are encouraging Americans to unsubscribe from services like Amazon Prime, Apple Music, Netflix, and YouTube Premium. They are also avoiding companies with ICE contracts including AT&T, Comcast, Spectrum, Dell, FedEx, Whole Foods, and Marriott. These campaigns aim to leverage market forces as a tool for political and social change, working on the principle that corporations respond more effectively to economic pressure than to public outrage alone.​

Research shows that sustained, well-organized boycotts can lead to significant changes in corporate behavior. These changes occur particularly when boycotts generate substantial media attention. They also happen when boycotts directly affect financial performance. The effectiveness depends on duration, visibility, and the ability to galvanize broader social movements beyond individual purchasing decisions.​

The Small Business Opportunity

Boycotts traditionally focus on withholding business. However, they fundamentally represent a redirection of spending power, rather than an elimination of consumer demand. This creates meaningful opportunities for local and small businesses when customers actively seek alternatives to major corporations.​

When consumers choose to support small businesses over corporations, approximately 67 cents of every dollar spent remains in the local community. Each dollar generates an additional 50 cents in local business activity through employee spending and local purchasing. This multiplier effect strengthens regional economies precisely when large corporations experience reduced revenue.​

Small businesses can position themselves strategically during boycott periods by:

• Offering special promotions or bundles during boycott periods to capture redirected spending​
• Highlighting authentic values alignment with transparency about supply chains, ethical practices, and community engagement​
• Partnering with local organizations like our The MTM Network and demonstrating measurable social impact​
• Communicating availability as ethical alternatives through local digital and community channels​

Critical Considerations for Business Leaders

Consumer activism presents complex ethical and operational decisions for business owners. The MTM Institute’s mission centers on empowering vulnerable communities and creating accessible spaces for local economic growth, which means our members must balance multiple considerations:​

1. Values Alignment: Gen Z consumers (with $360 billion spending power in 2025) and increasingly other demographics prioritize brands that align with personal values and social causes, with 84% reporting higher trust in brands showcasing genuine customer stories. Authenticity matters more than polished marketing, making transparent decision-making essential.​
2. Operational Dependencies: Many small businesses rely on the very services targeted by boycotts—Amazon Web Services for hosting, Microsoft Office for operations, Google Workspace for collaboration, or AT&T for telecommunications. Thoughtfully evaluating alternatives may require time, technical capacity, and often increased costs that stretch lean budgets. For assistance, contact MTM Network member, MTM Executives.
3. Customer Expectations: Your customer base may include individuals actively participating in boycotts alongside others with different perspectives. Understanding your specific community’s values through direct engagement helps inform decisions that maintain trust across diverse stakeholder groups. For assistance, contact MTM Network member, MTM Executives.
4. Financial Realities: The MTM Institute operates with lean budgets focused on high-impact channels and securing strategic partnerships so we. Similarly, member businesses must weigh the financial implications of changing vendors, accepting temporary revenue fluctuations, or investing in new systems against long-term strategic positioning.

Regional Guidance for Hudson Valley Members

As The MTM Institute expands into the Hudson Valley, our newest region presents unique opportunities during periods of consumer activism. The Hudson Valley small business community is experiencing growth with increasing resources for entrepreneurs.

Hudson Valley-specific considerations:

• Leverage your positioning as a local, community-focused alternative to corporate chains
• Build relationships with Think Dutchess and regional business development partners who can connect you with ethical vendors and support services​
• Participate in Hudson Valley entrepreneur networks and workshops to share strategies and resources​
• Highlight your local ownership and community investment in marketing materials, particularly when competing against chain alternatives
• Consider collaborative purchasing agreements with other Hudson Valley small businesses to access better rates from values-aligned vendors
• Connect with our Hudson Valley expansion initiatives to access shared resources and regional member collaboration

The Hudson Valley’s growing entrepreneurial ecosystem provides increasing infrastructure for small businesses to operate independently from major corporate service providers while maintaining competitive capabilities.

Regional Guidance for New England Members

The New England region has historically demonstrated strong engagement with consumer activism and values-driven purchasing. Your local customer base likely includes significant Gen Z and Millennial populations who actively research corporate practices and support businesses demonstrating genuine social responsibility.​

Consider these New England-specific actions:

• Audit your current vendor relationships and identify which align with community values around equity, sustainability, and ethical labor practices
• Explore partnerships with Boston-area ethical suppliers and service providers to build resilient, values-aligned supply chains
• Communicate transparently with customers about your business practices through local channels, neighborhood forums, and direct engagement
• Connect with fellow MTM Network members through regional events to share resources for alternative vendors and collaborative purchasing power
• Optimize local campaigns focused on local searches highlighting your authentic commitment to community values​

The Massachusetts small business ecosystem offers robust alternatives across most service categories, making transitions more feasible than in less densely resourced regions.

Consumer Activism: Moving Forward with Intention

Consumer activism through economic boycotts represents a broader shift toward values-driven commerce. In this shift, purchasing decisions carry social and political meaning. These meanings go beyond simple transactions and this environment creates pressure but also opportunity for small businesses positioned as authentic alternatives to impersonal corporations.

The MTM Network supports members in making thoughtful decisions aligned with both business sustainability and community values. The key is intentional decision-making. It should be grounded in your mission, customer needs, and operational realities. Whether you choose to participate in boycotts or maintain existing relationships, your choice should be intentional. You might also chart a middle path.

To get support navigating these decisions, connect with fellow members internationally or through our regional networks in New England and the Hudson Valley. Participate in our strategic collaboration sessions or reach out directly for resources tailored to your specific situation.

Remember, your business exists within an ecosystem and your choices ripple through employees, customers, suppliers, and your broader community. Making those choices mindfully is crucial. You should have full awareness of their implications. Ensure they align with your deepest values. This approach represents the executive leadership The MTM Institute cultivates.

The MTM Institute is a 501(c)3 nonprofit organization empowering vulnerable communities through accessible business education and local economic development. We bring business owners together for strategic collaboration across our New England and Hudson Valley regions. Connect with us at mtminstitute.org.