including Unilever, Honda America, and Coke said they would temporarily quit Facebook, citing hate speech on the platform.Patagonia and Ben & Jerry's, that have responded to the call to boycott Facebook.
Take Unilever. The packaged goods giant is one of the world's biggest advertisers but only spent $42.4 million on Facebook ads in the US last year, according to data from analytics firm PathmaticsMost of Facebook's advertising comes from small companies that can't afford to turn off the channel. Smaller brands that join the boycott could risk losing up to 80% of their monthly revenue, said Devin Whitaker, director of performance marketing at ad agency Good Moose.
Also, the boycotts are temporary and follow carefully scripted language, which enables the companies to resume advertising in a few weeks or when their CMOs' vague conditions are met.
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