Through a generation of school shootings and thousands of other gun-enabled murders, the National Rifle Association has held the fort against gun safety legislation. Now the NRA edifice is finally beginning to crumble in the wake of 17 murders at Marjory Stoneman Douglas High School in Parkland, Florida on February 14.

So, why could this time be different? This time the victims are speaking up, and big business is — finally — backing them up.

One clear difference about the Parkland murders is that the victims themselves have stepped into the media spotlight and publicly forced legislators to account for their votes.

With millions in advertising dollars and other bottom line impacts at stake, boycotted brands can be extremely vulnerable when they are targeted by other businesses.

The high profile #GrabYourWallet and Sleeping Giants campaigns demonstrate how activists have learned to put force behind their boycotts, by pressuring companies into withdrawing their business from the targeted company.

In the context of the corporate social responsibility movement, companies are also more alert to potential “brand risk,” and they may act even before consumer activists call them out by name.

Read the full article on the NRA boycotts by Tina Casey at TriplePundit