For as long as Jif peddled peanut butter, it seems, it rode a sexist, old-fashioned motto along the way. In fact, it was from 1966 to 2016 whereby “Choosy Moms Choose Jif” wasn’t just a saying, it was a deliberate message alienating half of its customers. It also cemented the widespread meaning that it was mom’s job to shop, prepare meals, pack lunches and essentially, maintain the house.
It took exactly 50 years until Jif decided enough was enough. It shelved the backwards slogan after realizing that dads were offended. But did it also make the change because it affected profit?
We’ve heard from numerous parents who refused to purchase a product for the way it treats customers. Some refuse to buy the product and remain silent in their act. Others take to the Internet or use word of mouth to rally for change.
Take, for instance, Ragú, where scores of parents regularly criticize the long-time sauce maker on social media for its retrograde headline.
Before that there was Ban Kix cereal Slogan, a Facebook page urging General Mills to end its outdated “Kid-Tested, Mother-Approved” saying. Its activism ended, of course, after Kix revamped the saying in 2018.
Even earlier, an at-home father successfully petitioned Huggies to drop its demeaning ad campaign in 2012 which portrayed men as incapable of changing diapers. His change.org petition riled over 1,000 people to vent and sign his request.
Boycotts have historically played an important role in social change and have often proved successful.
Have you ever boycotted a product or company over its treatment of you as a customer? We’d love to hear from you.