Huh, interesting! I guess you could define it this way, but I worry that muddies the definition of “campaign target.” In common usage, I think the definition is approximately: what is the institution you are raising awareness about and asking to adopt a specific change? A simple test to determine the campaign target might be “What institution is being named in the campaign materials?” or “What institution has the power to end the campaign by adopting the demands of the campaigners?”
In the case of animal welfare campaigns against foodservice providers, it seems like that’s clearly the foodservice companies themselves. Then, in the process of that campaign, one thing you’ll do is raise awareness about the issue among that company’s customers (e.g. THL’s “foodservice provider guide” which raised awareness among public institutions), which isn’t all that different from raising awareness among the public in a campaign targeting a B2C company.
I suppose this is just a semantic disagreement, but in practice, it suggests to me that B2B businesses are still vulnerable, in part because they aren’t insulated from public opinion—they’re just one degree removed from it.
EDIT: Another, much stronger piece of evidence in favor of influence on B2B: Chicken Watch reports 586 commitments secured from food manufacturers and 60 from distributors. Some of those companies are functionally B2C (e.g. manufacturing consumer packaged goods sold under their own brand) but some are clearly B2B (e.g. Perdue Farms’ BCC commitment).
Huh, interesting! I guess you could define it this way, but I worry that muddies the definition of “campaign target.” In common usage, I think the definition is approximately: what is the institution you are raising awareness about and asking to adopt a specific change? A simple test to determine the campaign target might be “What institution is being named in the campaign materials?” or “What institution has the power to end the campaign by adopting the demands of the campaigners?”
In the case of animal welfare campaigns against foodservice providers, it seems like that’s clearly the foodservice companies themselves. Then, in the process of that campaign, one thing you’ll do is raise awareness about the issue among that company’s customers (e.g. THL’s “foodservice provider guide” which raised awareness among public institutions), which isn’t all that different from raising awareness among the public in a campaign targeting a B2C company.
I suppose this is just a semantic disagreement, but in practice, it suggests to me that B2B businesses are still vulnerable, in part because they aren’t insulated from public opinion—they’re just one degree removed from it.
EDIT: Another, much stronger piece of evidence in favor of influence on B2B: Chicken Watch reports 586 commitments secured from food manufacturers and 60 from distributors. Some of those companies are functionally B2C (e.g. manufacturing consumer packaged goods sold under their own brand) but some are clearly B2B (e.g. Perdue Farms’ BCC commitment).
No this seems more than just semantic. It does seem like I’ve underestimated the ability to influence B2B companies. I stand corrected. Thank you.