What Is the 24-hour economic blackout and can it make a difference?

A 24-hour economic blackout took place across the US on Friday, with activists urging consumers to refrain from spending as a protest against corporate greed and the rollback of diversity, equity, and inclusion (DEI) initiatives by major companies.

The movement, led by The People’s Union USA, called for Americans to avoid shopping at large retailers, eating at restaurants, or making any non-essential purchases for the entire day. The goal was to send a message to corporations accused of neglecting DEI commitments and prioritizing profit over social responsibility.

Who organised the Blackout?

The initiative was started by John Schwarz, a social media activist known as TheOneCalledJai. Schwarz has positioned himself as a vocal critic of corporate policies, particularly those seen as harmful to marginalized communities.

His group, The People’s Union USA, has launched several boycotts targeting companies like Amazon (March 7-14), Nestlé (March 21-28), and Walmart (April 7-14), with another nationwide economic blackout planned for April 18.

The People’s Union USA has gained traction on social media, with supporters using the movement to express frustration over what they see as increasing corporate indifference toward social justice issues.

Why are activists boycotting?

The boycott comes amid widespread rollbacks of DEI programs by both private companies and the federal government.

In 2025, President Donald Trump signed Executive Orders 14151 and 14173, which mandated the elimination of DEI-related programs across federal agencies and prohibited DEI considerations in hiring and contracting.

As a result, several departments, including the Department of Education and Department of Housing and Urban Development, have reversed policies that previously offered protections for nonbinary students and gender identity discrimination.

Many private corporations have followed suit, scaling back DEI efforts under conservative political pressure.

Companies like BlackRock and Bank of America have cut back on diversity programs, while others such as Target, Walmart, and Amazon have faced consumer backlash for walking back earlier commitments to equity and inclusion.

How effective was the blackout?

While the short-term impact on consumer spending was unclear, some participants actively documented their involvement on social media by brewing coffee at home, packing lunches, and avoiding big-box retailers.

However, retail analysts noted that such a one-day event may not significantly impact corporate revenue unless sustained over a longer period. Some small businesses did report an uptick in sales as consumers redirected spending to local shops instead of major chains.

Marketing professor Anna Tuchman from Northwestern University commented, “A one-day boycott allows consumers to voice their concerns, but without long-term, organized efforts, it is unlikely to force meaningful corporate change.”

Other consumer-led boycotts

The economic blackout is part of a broader consumer activism movement that has gained momentum in recent months.

Target faced a boycott in February led by civil rights activists after scaling back its DEI programs.

Comedian Leslie Jones has called for a year-long boycott to support Black-owned businesses.

Faith-based groups have organized a 40-day boycott of Target, starting March 5, to protest the company's DEI reversals.

The Latino community has launched a spending freeze under the #LatinoFreeze hashtag, urging supporters to limit spending at corporations that have pulled back on DEI.

Reverend Al Sharpton’s National Action Network has responded with “buy-cotts,” encouraging consumers to support companies like Costco, which has maintained its DEI programs.

What's next?

Activists hope that future boycotts, including another economic blackout on April 18, will generate more awareness and push corporations to reinstate diversity initiatives.

Despite skepticism over the immediate economic impact, supporters argue that these actions are about long-term cultural change, forcing companies to rethink their commitments to inclusion and equity.

For now, the People’s Union USA and other advocacy groups remain committed to using consumer power as a tool for social and political change.