The Power of the Consumer Voice

If you’ve seen this video titled “United Breaks Guitars” you’re certainly not alone; in fact, you’re only one of over 6.2 million.  It was created by a musician whose $3500 guitar was damaged when thrown by United baggage handlers (people in the plane saw it happening).  The artist tried for nine months to get United to pay for damages, but United said no — so he vowed to make videos to tell consumers what happened.     

Here’s what’s not in the video: a close friend of mine recently met someone in the airline industry. He said the economic and PR impact of this video was incredibly severe; when this video went viral, United Airlines was losing 10,000 bookings per hour.  The senior team considered convening an emergency board meeting to discuss the crisis. 

I bring this up to remind us all of the power of the consumer voice. 

Never think for a moment that you have no power to change the course of corporate or governmental misbehavior.   Remember what Henry Kissinger recently told the world: “If it weren’t for the broad and vocal opposition to the War in Vietnam, we’d still be there” (emphasis added).  Every voice makes a difference.