I think the general point is that the financial hurt that I can put on a company is peanuts compared to someone with deep pockets (ie: shareholders & businesses). Even if I were to get all my friends, family and direct coworkers to alter a shopping behaviour, it's unlikely to result in any change.

On the other hand, if I were to take that same group and be able to pressure my political representatives to do something about it (as we frequently see in California), then something may change. Similarly, me quitting my job out of disgust with a non-recycling policy won't get any attention, but if I can get my union to take it up, then the company will listen.

TL;DR: a person can't make change, a group of people can.