At least 40% of respondents in Denmark, France, and Switzerland had also turned their backs on brands in such circumstances. Respondents in Norway and Sweden were least likely to do so, but even there the shares boycotting brands were 28% and 29%, respectively. Environmental damage was a cause of active aversion to brands in most countries, and the top cause in Finland and Germany.
Instagram users outnumbered Facebook users in Switzerland for the first time in 2021. By 2024, we expect Germany, Spain, and Sweden to follow suit. In Spain, for example, an estimated 19.5 million residents will check in to Instagram monthly in 2022; Facebook will claim just over 20 million users. Instagram is way ahead of TikTok and Snapchat in Italy.