Sometimes a boycott succeeds when it fails.
Although the general aim of a boycott is to hurt profits, there are times when the symbolism of a boycott gives birth to a constant, overt and irreversible new optic for a company to nurse.
When the boycott of Facebook began in June and reached its peak in July, it gathered thousands of brands who vocalized their dissatisfaction with the platform.
The boycott, under the hashtag #StopHateForProfit, was launched by civil rights groups. By July brands were fully behind removing their ad spending - resulting in a small financial dent for the social media juggernaut, but a forceful bludgeoning in the press.