Retail · 2025
Public Sentiment Around the Boycott of Retail Chains in Bulgaria
How a regional consumer protest became a national media story
Between February 1 and 12, a boycott of major retail chains in Bulgaria sparked widespread discussion across media and social platforms in the country. The boycott is part of a broader wave of consumer protests across Southeast Europe. Globally, the campaign initially started in Croatia, where actions are still ongoing, and was soon followed by Serbia, Montenegro, Bosnia and Herzegovina, North Macedonia, and Slovenia.
Perceptica's latest report analyses how the boycott was covered, the main narratives that emerged, and the key players driving the conversation during the stated period. Understanding how media narratives and public sentiment evolve is crucial for businesses, policymakers, and market analysts. Monitoring media coverage helps brands anticipate consumer reactions and adjust their strategies accordingly.
Here are some key takeaways from the report:
- A regional protest with national resonance - the campaign that began in Croatia rapidly spread across Southeast Europe, reshaping how Bulgarian consumers and media talk about retail prices.
- Media narratives evolved quickly across a 12-day window, moving from coverage of the boycott itself to broader debates on inflation, retail margins and consumer power.
- Brands cannot afford to be passive - tracking how key players, journalists and influencers framed the boycott reveals where reputational risk concentrates and how to respond before sentiment hardens.
Perceptica's media monitoring solution combines advanced AI with human expertise to deliver accurate, actionable insights - helping you anticipate shifts in public sentiment and stay ahead of the conversation.
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