According to the study “Brand Boycotters” by the international data & analytics group YouGov, 37 percent of all respondents have at some point stopped buying a brand, either permanently or temporarily, as a direct result of a scandal a brand has gone through. A total of 2,040 Germans, 1,016 Danes, 1,008 Finns, 1,018 French, 1,026 Italians, 1,013 Norwegians, 1,021 Spaniards, 1,015 Swedes, 500 Austrians and 500 Swiss were interviewed between July 27 and Aug. 19 using standardized online interviews. The results are representative for the respective populations aged 18 and over. The Spaniards (50 percent) stated most frequently that they had reacted accordingly to scandals, followed by the Danes (45 percent), the Swiss (41 percent) and the Germans (37 percent). Food and beverage brands (52 percent) are most frequently affected, followed by the banking and financial sector (25 percent) and fashion retail (25 percent). Environmental damage, mistreatment of animals and unfair treatment of employees are the most common reasons for a brand boycott. Very consistent in their decision are the French (49 percent), Spanish (41 percent) and Swiss (38 percent), who stated that they intend to abandon a brand for the rest of their lives. In Finland (20 percent), Sweden (20 percent) and Germany (17 percent), respondents said they would not buy a disgraced brand for at least five years; in Italy this was up to one year (24 percent). Danes and Norwegians (21 percent each) would buy again after a maximum of six months.