Banks are more highly leveraged and this vulnerable to a boycott than retail stores like Target or food processors like Kellogg. Especially when the bank is marketing to a niche market like the military, veterans, and their families. Their deposit base draws mostly from consumer deposits and their loans are mostly consumer based: auto loans and credit cards. If even 20 per cent of their depositors withdrew their funds, USAA would have a serious liquidity issue and would be forced to sell off their liquid assets and borrow at the Fed or money center banks.
USAA isn’t a normal bank and these tactics won’t work on it.