A growing coalition of consumers is calling for an “economic blackout” on February 28, urging people to refrain from spending for 24 hours. The move aims to protest against corporate greed, rising prices, and companies’ rollback of DEI initiatives.

Diversity, equity, and inclusion (DEI) is an organisational framework that seeks to promote the fair treatment of groups who have historically been underrepresented or subject to discrimination based on identity or disability.

Led by the People’s Union, consumers are encouraged to avoid shopping at large retailers like Amazon, Walmart, Target, and Best Buy and to only buy essentials from local small businesses if necessary.

John Schwarz, founder of The People’s Union, explained the motivation behind the movement. 

“For one day, we turn it off. We shut it down,” he continued. “We remind them that this country does not belong to the elite; it belongs to the people, and this will work.” 

Rising food costs are also putting pressure on Americans. According to a survey by Tastewise, food prices are climbing at their fastest rate in over a year, forcing many households to change their spending habits.

The survey – which included 70,000 respondents – revealed that one-third of households are buying less food, and one in 10 has completely stopped dining out, choosing to cook at home instead. 

To cut costs, two-thirds of shoppers switch to cheaper brands, while nearly one in five buys in bulk during promotions.

“Our findings show a significant shift towards affordability, with consumers prioritising value over brand loyalty and exploring new ways to manage their budgets,” said Alon Chen, CEO and co-founder of Tastewise. 

“If enough of us participate, they will feel it”

Meanwhile, Schwarz said in an interview with USA Today, “If enough of us participate, they will feel it, and if they don’t listen, we escalate.”

Other groups are also calling for similar actions, including civil rights activists in Minnesota who are boycotting Target after the retailer decided to scale back its DEI initiatives.

The Latino Freeze Movement is another group urging selective spending in protest against companies retreating from DEI commitments, listing Coca-Cola among more than a dozen companies to avoid.

The boycott isn’t just about one day. The People’s Union has outlined additional actions, including targeted week-long boycotts of Amazon (March 7-14), Nestle (March 21-28), and Walmart (April 7-14). Another one-day economic blackout is planned for April 18.