So, when I'm really unhappy with a company, I have a tactic that has worked pretty well in the past. This week, I tried it with a US company I have been pretty loyal to over time to let them know I moved on to a Canadian brand.
The trick is this:
Step 1: Find the name of the CEO. I usually find it in the 'About Us' section or the 'Our team's page or on a press release about their quarterly earnings report if they are publicly traded. LinkedIn is another path that has worked in the past.
Step 2: look up the pattern of the company's email addresses. Usually looking for a media relations contact on their press releases page gives a link to an actual person. This tells you the standard pattern their IT uses for issuing individuals addresses.
Eg: [email protected]
Step 3: use those two pieces of information to predict the direct address of the CEO.
Step 4: let the CEO know directly that you are boycotting and why.
Here's my message to the CEO of Nature's Bakery from earlier this week:
"Hello Mr. Gardiner,
I hope your day is going well.
Allow me to introduce myself. I'm a teacher in Vancouver, Canada. Your fig bars have been my go-to for keeping myself going during a busy school day where I don't often have time for a real lunch. I have also shared them regularly with my students when they don't have a lunch. I've spent hundreds or perhaps thousands of dollars on your product over the last few years.
I am taking the unusual step of writing to you to let you know that, sadly, I will not be buying your product any more. Your President has begun an attack on my country's sovereignty and the centrepiece of his attack are tariffs. For the first time in my life, I have to consider that our neighbours in the US are our adversaries. They support a government that is using lies and economic warfare to induce my country to become a vassal state.
Among the things I can do is stop buying American products. You should know that I will not be buying your products any more. The Canadian product I bought today isn't as good as yours. That's a small sacrifice.
If you want to protect your business, I encourage you to work with your fellow CEOs to send a message to your government: trade wars and attacks on the sovereignty of other nations are bad for everyone. Bad for business. Bad for regular people. Bad for you and your employees.
I hope you use your position of power as a corporate leader to help bring sanity back to your country.
Sincerely,
Koala Former Customer"
I got a reply from the CEO the next day:
"Koala,
Thank you for taking the time to share your thoughts with us. The serious and respectful tone of your letter in a world of short toxic social media posts makes it even more sincere and poignant. I want to begin by expressing my deep appreciation for your work as an educator. We’re grateful that you’ve been a loyal consumer but especially grateful for the dedication and care you’ve shown your students. I’m disappointed to know that our snacks won’t be by your and your students’ side but please know that I understand your frustration – and your decision.
I actually grew up and was educated in Saskatchewan and I still have family and friends in the area. With those Canadian roots and as a business leader, I’m troubled by the current state of trade, but I remain hopeful that there will be a near-future course correction. The #1 ingredient in our bars is amazing Whole Wheat Flour, all sourced from Canada and also Canola oil so we are doubly concerned as both an importer and exporter. Nature’s Bakery takes immense pride in offering products consumers feel good about purchasing and regardless of the circumstance, whether it is in our hands or not, receiving feedback like yours is profoundly impactful and please know I’ve shared broadly with my team and parent company. Nothing is more important than our consumers’ satisfaction and experience.
I hope for the opportunity to regain your trust and business in the future. Again, thank you for taking time out of your busy day to reach out.
Steve Gardiner Nature’s Bakery CEO"
I'm going to take the time to do this once a week. Where I notice a significant change in my spending habits, I will be sure to let the CEO know precisely why."
