The CEO of Chick-fil-A’s position on same-sex marriage has provoked a consumer boycott, mayoral threats of denied permits, a counter-boycott culminating in a “Chick-fil-A Appreciation Day,” and a kiss-in. Company boycotts like this one are not new, but they have increasingly become the weapon of choice for NGOs and other activists aiming to further political and social goals. Social media and the sped-up news cycle it fuels have created a broader platform for activists, while making it harder for companies to maintain control of their messages. And many activists have given up on governments and are focusing instead on companies as the main engine of social change. As the public raises its expectations about appropriate corporate conduct, ranging from sustainability to global labor standards to animal welfare policies, more companies will find themselves in the cross-hairs more frequently.