The insight: Gen Zers are more likely to participate in consumer boycotts than any other generation, according to a March survey fielded by The Harris Poll on behalf of The Guardian.

• 53% have, are, or will participate in an economic boycott, compared with 36% of the general population.
• Black (53%), Hispanic (51%), and Democratic (49%) consumers are also more likely to engage in boycotts.

Why it matters: Consumers increasingly consider spending money as a political act. Boycotts are seen as a means of asserting their economic importance and protesting stances of both retailers and those of the government.