Analysis: The originators of these marketing campaigns and the media often have little else to point to but stock prices to measure their success. So stock prices it is, however potentially misleading the conclusions.
in April and at other companies marketing products for Pride Month has felt different: larger in scale and more closely tied to the brands’ actual customer bases. Were the boycott campaigns that emerged, unlike so many others, actually effective?On Friday, Axios’s Javier David argued that they were. David looked at the stock prices of three companies since early April and
But Kohl’s? There was some Fox News chatter about it, but not a lot. It didn’t earn itself a disparaging hip-hop song or very many tweets. Was the effect of the anti-LGBTQ backlash so strong that even a more limited campaign of opposition could do damage? If you were shown this chart outside of the context of the anti-Pride backlash, what retailer would you think had fared the worst over this period? Would you think that Kohl’s had been damaged by consumer outcry since mid-May?All of this sets aside that stock prices are perhaps not the best way to measure this in the first place. Stocks are volatile and may be affected by sudden bursts of outrage, certainly.
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