Shoppers across the U.S. initiated a 24-hour boycott today, February 28, targeting companies that have scaled back or eliminated their diversity, equity, and inclusion (DEI) programs. The protest is part of a larger movement by consumers and activists responding to actions taken by former President Donald Trump to eliminate DEI initiatives at the federal level.
The boycott, which is set to last 24 hours, is the first of several planned protests aimed at companies that have reversed their commitment to DEI principles. Activists say the economic blackout is meant to send a strong political message, signaling that consumers will hold corporations accountable for abandoning social responsibility.
“This definitely sends a political message to these companies,” said Jason Williams, a professor of Justice Studies at Montclair State University in New Jersey. “We are watching them, and we’re not going to let them get away with abandoning our causes.”
The protest is being led by John Schwarz, also known as TheOneCalledJai on Instagram, who has rallied supporters to join the boycott. Schwarz, who claims the boycott is a direct response to “corporate greed,” is calling on consumers to stand up against companies prioritizing profit over social justice.
In one of several videos posted on social media, Schwarz emphasized the significance of the movement. “For decades, they have told us that we are powerless, that we have no control, and that this system is too big, too strong, too unshakable,” Schwarz said. “We are going to remind them who has the power. For one day, we turn it off. For one day, we shut it down. We remind them that this country does not belong to the elite; it belongs to the people, and this will work.”
The boycott primarily targets major retailers, including Target, Walmart, Best Buy, and McDonald’s. Protest organizers are also planning boycotts against other corporations, such as Amazon and Nestlé, in the coming months. Another national economic blackout is scheduled for April 18.
The February 28 boycott builds on a national protest against Target that began on February 1. That protest, launched by civil rights activists in Minneapolis, was sparked after the retailer rolled back its DEI initiatives. The boycott coincided with Black History Month, underscoring the frustration within communities of color over companies retreating from their social justice commitments.
Target’s reversal has drawn considerable backlash, particularly because the retailer had once been a leader in promoting DEI. In the wake of George Floyd’s death in 2020, Target emerged as a strong advocate for DEI efforts, positioning itself as an ally for racial justice. However, recent actions have led many to question the company’s commitment to those values.
Before Trump’s presidency, many companies had already begun scaling back their DEI programs in response to pressure from right-wing figures, including anti-DEI activist Robby Starbuck. Starbuck’s campaign has led to pushback against DEI initiatives at major corporations such as Walmart, Ford, Harley-Davidson, and Tractor Supply. As more companies face increased scrutiny over their DEI practices, activists are determined to hold them accountable.
Boycotts have historically been an effective tool for consumer activism. For example, Bud Light experienced significant financial losses following a boycott initiated by conservatives in protest of a marketing campaign featuring trans influencer Dylan Mulvaney. Now, with the pro-DEI boycott gaining momentum, activists hope to demonstrate that consumers can influence corporate behavior by voicing their support for diversity and inclusion.
While the February 28 boycott marks the beginning of a broader movement, it is clear that tensions surrounding corporate DEI practices are far from over. The increasing polarization over social justice issues in the corporate world is likely to continue fueling protests from both sides of the political spectrum.
As the debate over DEI intensifies, consumers are making it clear that they will not remain passive. Activists argue that by participating in boycotts, they can send a powerful message to corporations about the importance of standing firm on social justice commitments, regardless of political pressure.
More boycotts and protests are expected in the coming months as this issue continues to evolve, with many observers watching closely to see how companies will respond to the growing calls for accountability.
