A boycott brand or product refers to a conscious decision made by individuals or groups to refrain from purchasing or supporting a particular brand or product due to ethical, political, or social reasons. This act of protest is often used as a means to express disapproval or to bring attention to issues such as human rights violations, environmental concerns, or unfair labor practices associated with the brand or product. By choosing to boycott, consumers are sending a powerful message to companies that their values and beliefs align with responsible and ethical business practices.