No Mercy / No Malice: Resist

What will you say when your kids ask, “What did you do in the war against fascism?” This urgent question frames Scott Galloway’s campaign, “Resist and Unsubscribe,” which seeks to wield economic pressure as a weapon against major tech and telecom companies seen as enabling political authoritarianism. The movement encourages people to cancel subscriptions and services from corporate giants like Amazon, Apple, Meta, and others, aiming to hit them where it hurts most: their market valuation and growth metrics. Galloway argues that in today’s America, consumer boycotts and economic strikes are among the most potent forms of political speech available to the public.

The campaign serves as a live case study in modern media influence and activism. Galloway details a relentless 21-day media tour across traditional outlets like CNN and NPR, podcasts, and his own substantial social media channels, which together drove over 1.5 million visits to the campaign’s website without any paid advertising. He breaks down the surprising efficacy of different platforms, noting that while his massive Instagram following provided initial fuel, a single NPR article drove more than 28,000 committed visitors. The analysis reveals a fragmented but powerful media landscape where owned channels, built over decades, provide significant economic firepower for advocacy.

Galloway acknowledges the common skepticism that boycotts don’t work and that people are too reliant on their tech ecosystems. However, he counters with data, estimating that the campaign has already cost big tech a quarter of a billion dollars in market value. He draws a parallel to the Montgomery bus boycott, emphasizing that sustained economic pressure over time, not a one-time gesture, is what creates change. The ultimate goal is to cause enough financial pain that the CEOs who have the president’s ear are compelled to push back, moving the debate from the public sphere into the boardroom.

Surprising Insights

• The enduring power of traditional media: A single story on NPR’s website was the fourth-largest driver of traffic to the campaign site, behind only Instagram, Facebook, and Google, demonstrating that legacy outlets still hold significant influence for driving engaged audiences.
• The high financial multiplier of a single unsubscribe: Canceling a $20/month ChatGPT subscription is calculated to reduce OpenAI’s market valuation by approximately $10,000, due to the high revenue multiples at which tech companies are valued.
• Podcasts can rival major cable news networks: Within the key 25-54 demographic, Galloway’s podcast “Pivot” claims a larger audience than Fox News, CNN, or CNBC, highlighting a seismic shift in where influential discussions are happening.
• Celebrity advocacy in niche spaces can be highly effective: A single video posted by Chelsea Handler on her Instagram, specifically detailing the platforms she unsubscribed from, drove 6,000 visits and was responsible for nearly a fifth of all traffic from Instagram to the campaign site.

Practical Takeaways

• Build your own media channel over time: Consistently creating content and cultivating an audience on a platform you own (like a newsletter or podcast) is framed as one of the best long-term investments for future influence, providing a direct line to supporters without advertising spend.
• Target corporate growth metrics for maximum impact: To influence corporate behavior, focus on actions that directly harm subscription growth and monthly user numbers, as these are the metrics that most alarm Wall Street and boards of directors.
• Start with manageable, symbolic unsubscribes: You don’t need to delete your entire digital life; canceling one premium service or reducing your usage hours for a specific platform can be a meaningful and sustainable first step that reduces reliance on a company.
• Seek out third-party credibility and celebrity amplification: For any campaign or initiative, secure endorsements or coverage from trusted media figures and influencers whose audiences align with your cause, as their advocacy often carries more weight than speaking from your own platform alone.
• Plan for a marathon, not a sprint: Draw inspiration from historical boycotts that succeeded through sustained, organized pressure over months or years, and avoid expecting change from a single, cinematic moment of protest.