Posted by Mike Smith :: April 2, 2009 @ 6:13 am

As consumers, it’s nice to think that collectively we have some authority. While companies may ignore a small group of people, widespread exposure of an issue typically results in swift action.

A recent example was how Microsoft handled improper severance payments to some of the workers it had fired. Initially, it requested that workers who had been overpaid return the excess. Those workers, though angry, may have obliged their former employer. But once word of the repayment request (and the embarrassingly ironic cause of the erroneous payments – a computer glitch) caught media attention and widespread condemnation, Microsoft quickly changed its course of action.

While all the little ways that companies try to exploit their employees and consumers might not generate enough interest to get Techcrunch coverage (as did the Microsoft incident), that doesn’t mean we have to sit back and take it. Smaller issues can be handled by creating petitions, garnering local media attention, or engaging a blogger who covers the relevant topic. Even a Facebook rant could get the ball rolling. Speaking of Facebook, the outcry over the company’s updated terms of service is another recent event that inspired a corporation to reconsider its course of action. The point is that only those who do nothing should expect nothing to happen.

As opposition to, or potential corporate embarrassment from, the issue at hand grows, taking the desired action becomes the path of least resistance for the corporation involved. By continuing their complaints against all but the desired outcome, the public can effectively sway the corporation’s actions in nearly any direction.

With this control, the public also must act in a responsible manner. Wielding power too often would reduce its effectiveness. So be prepared to let some small stuff go, but remember that as a consumer you can influence corporate actions simply by gathering enough people to turn the ears of corporations. If you don’t believe me, just ask Microsoft.

What changes in corporate actions have you helped to cause?