Consumers in the United States are preparing for a 24-hour economic blackout on February 28, as part of a broader protest movement against what they view as corporate greed and the rollback of diversity, equity, and inclusion (DEI) initiatives by major companies.
DEI refers to efforts within organisations to promote diversity (inclusion of different races, genders, sexual orientations, and backgrounds), equity (ensuring fair treatment and opportunities for all employees), and inclusion (creating a work environment where all employees feel valued and included).
This boycott, led by activists and consumer groups, urges people to refrain from spending money for one day, except for essentials, and to focus on supporting local businesses. The goal is to take a stand against corporations that, according to the protestors, have failed to uphold their DEI commitments.
The initiative was started by John Schwarz, an activist known on social media as TheOneCalledJai.
He expressed frustration over the erosion of DEI efforts, especially following the rollback of such initiatives by several large companies.
Schwarz's movement, known as The People's Union, has grown to include various boycotts targeting companies like Amazon (March 7-14), Nestlé (March 21-28), and Walmart (April 7-14), as well as another national economic blackout planned for April 18.
In 2025, President Donald Trump continued his efforts to dismantle diversity, equity, and inclusion (DEI) programs across the federal government and private sector.
He signed Executive Orders 14151 and 14173, which mandated the elimination of DEI-related programs in federal agencies and prohibited DEI considerations in federal hiring and contracting.
These actions have led to significant policy changes, such as the Department of Education's reversal of nonbinary student identification on FAFSA and the Department of Housing and Urban Development's rollback of gender identity discrimination protections.
Private companies, including BlackRock and Bank of America, also scaled back or eliminated their DEI initiatives, aligning with Trump's stance.
US Consumer boycotts, particularly those led by conservative activists, have previously pressured companies into revising their policies on DEI.
However, experts note that the success of boycotts depends on clear goals and sustained public participation. While not always yielding immediate results, boycotts give consumers a chance to voice their opposition to corporate actions they believe are harmful to society.
This economic blackout is just one part of a larger wave of consumer movements. In February, civil rights activists launched a boycott of Target, coinciding with Black History Month, in response to the company’s reduction of DEI programs.
Comedian Leslie Jones has called for a year-long boycott to support Black-owned businesses, with additional protests against Amazon, Target, and Walmart planned. Furthermore, faith-based groups have organized a 40-day boycott of Target, starting March 5, to protest its scaling back of DEI commitments.
The US Latino community has also joined this consumer movement through the hashtag #LatinoFreeze, which encourages supporters to limit spending and focus on supporting businesses that are aligned with their values.
The call is to support Latino American, Black American, and allied businesses committed to diversity. In contrast, Reverend Al Sharpton’s National Action Network has organized “buy-cotts,” encouraging spending at Costco, which resisted dropping its DEI initiatives.
These consumer-led protests highlight growing dissatisfaction with corporate decisions that are seen to undermine diversity and inclusion.
It reflects the desire for marginalized communities to take action and push for companies to prioritize fairness and inclusivity in their policies.
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