Political consumerism and the participation gap: are boycotting and ‘buycotting’ youth-based activities?

Does age predict political consumerism (boycotting or ‘buycotting’) among Canadian youth and adults? To what extent might political consumerism reduce inequities in civic participation? Using data from the 2008 Statistics Canada GSS on Social Networks, a multi-variate logistic regression analysis was conducted to investigate the relationship between age and politically motivated consumer behavior. Findings indicate that political consumerism is less likely among youth and the elderly than it is among middle-aged and young adults; however, education – rather than age – is found to be the strongest predictor. These results suggest that (a) popular beliefs/stereotypes about youths’ propensity toward non-traditional ‘consumer-activism’ may exaggerate the reality of the situation, and (b) notions that political consumerism can effectively narrow participatory inequalities among citizens may be overly optimistic. In evaluating two competing perspectives on youth political consumerism, this study argues that political consumerism does not by itself resolve issues of political marginalization faced by young Canadians; although consumer activism may offer an ‘alternative’ means of asserting political agency, it retains many of the same demographic ‘participation gaps’ as more traditional activist tactics.