Formulate a Plan: Want to get a company to provide health insurance, stop polluting, or pay foreign workers a living wage? First, see if other groups are already working on your issue, and how other corporations have responded to similar complaints. CorpWatch.org has a searchable database of corporate-affairs news articles and instructions on how to research a company you want to challenge.

Create Partnerships: Think beyond consumer- watchdog groups. Political organizations, labor unions, minority-rights groups, and environmental organizations are some options for potential allies.

Talk: Bring your concerns to the chief executive officer. (You can usually find his or her name on the company’s website.) Prepare an argument that shows how the company can benefit from the change and answers the questions, “How much would implementing this policy cost?” and “What is the cost of doing nothing?” suggests Daryl Herrschaft, director of the Human Rights Campaign Workplace Project.

Build Awareness: Compose a statement of your views, and when a related issue is in the news — for example, the president gives a speech about employers’ rights — send the statement out quickly to capitalize on the surge of interest.

Act: If appealing to the CEO doesn’t work, hit him where it hurts — the brand’s image. Boycotts, spread via telephone or e-mail, can sway consumer and investor opinion, even if there is no direct financial damage done.