Social movement attempts to boycott a company’s product may actually backfire. This research assessing different “disruptive capacity” tactics found that countermovements to boycotts, sometimes called “buycotts,” can have effects that are stronger than boycotts. In other words, boycotts of company products can cause increases in product sales. This research assessed the effects of a boycott and countermovement’s “buycott” of the company Goya’s products in 2020, finding that sales increased.