Is It Time To Ditch Your Dyson – And Who Do Product Protests Really Hurt?

But all you end up with, in practical terms, is a broken coffee machine, burned shoes and a blocked toilet. The company’s bottom line is rarely affected by your outrage – they had your money, and still have your money, and when your ire fades and you realise you liked those shoes, they might get even more of it.

If you’re upset at James Dyson’s business strategy, nothing whatsoever will be gained by taking a hammer to your Dyson Cyclone. You’ll just make a mess, a mess you’ll then lack the capacity to hoover up. Everyone would like to support only companies that do the right thing, but it’s hard not to feel like you’re shooting yourself in the foot by doing so.

It’s universally acknowledged that Amazon could conduct themselves better – they were at the top spot of consumer satisfaction polls until customers were asked to consider ethics – but they’re so damned convenient. “I should really support independent bookshops,” we think, all the while Prime-ing a bunch of bargains from the sofa because it’s cold outside and we’re watching a film.

Consistency is difficult. It’s easy to get all high and mighty boycotting one brand, while continuing to support others that are no better. “I would never dream of using McDonald’s because of how they treat their employees,” we say, sipping a latte from Starbucks, whose corporate tax record is terrible.