The call to boycott big companies this Friday, February 28, has acquired a much greater relevance than similar past initiatives due to a climate of economic, social and political unrest, less than 40 days into Donald Trump’s second term.
The U.S. economic outlook is less than rosy, affected by the expectation of a rise in inflation and a fall in consumer confidence, in part because of spending cuts and the prospect of tariffs, which are import duties that tend to drive up prices for consumers.
Promoted by John Schwarz, 57, a self-described “mindfulness and meditation facilitator” with no prior experience of social or political organization, the economic blackout urges consumers to stop shopping for 24 hours, both in person and online. Schwarz’s organization, The People’s Union, bills itself as a nonpartisan grassroots movement dedicated to economic resistance.
“February 28 is a symbolic start to economic resistance, a day where we show corporations and politicians that we control the economy,” the organization’s website states.
“February 28, 24-hour economic blackout, no Amazon, no Walmart, no fast food, no gas, not a single unnecessary dollar spent,” Schwarz says in one of his videos on Instagram, where his user handle is TheOneCalledJai. His social media posts have gone viral. If spending is unavoidable, Schwarz asks that it be done at a local retailer, not a big company or chain. He also asks those who can do so to take the day off for vacation or personal business.
Although the movement declares itself to be apolitical, the trigger for the consumer boycott has largely been the chaotic start to Donald Trump’s presidency, with savage federal employee layoffs and spending cutbacks by Elon Musk’s Department of Government Efficiency (DOGE) coupled with an extensive attack on diversity, equity and inclusion (DEI) programs.
The People’s Union is in favor of diversity and inclusion policies. It calls the rollbacks on those initiatives “regressive and unacceptable,” but disassociates the economic blackout from just that one particular issue. Other organizations, including some Latino and Black organizations, are mobilizing to boycott companies that have reneged on DEI principles, buying instead from those committed to them.
Meanwhile, the call for an economic blackout has been echoed by prominent media outlets, such as CBS and MSNBC, The Washington Post and USA Today, although there is no guarantee of success as it is difficult to alter the work and spending habits of citizens, as Schwarz himself acknowledges.
“Remember: There are 340 million people in America, and not all of them will stand with us,” Schwarz said. “But millions will.” The People’s Union says February 28 will be followed by more boycotts “until corporations are held accountable, billionaires pay their fair share, and the working class finally gets the freedom we deserve.”
Schwarz has proposed boycotting several companies and retailers in the coming weeks, including Amazon (the week of March 7-14), Nestlé (March 21-28), and Walmart (April 7-14). It also plans a boycott of all department stores on March 28 and April 18.
Some companies have reversed their diversity and inclusion policies after being boycotted by right-wing organizations. The pressure on them to do so has been exacerbated by Trump. The brewery Anheuser-Busch and the retail firm Target have been singled out for their support of the LGBTIQ+ community, for example.
Target in particular has found itself in the crossfire of the culture war. After being boycotted by conservatives, it is now civil rights activists in Minneapolis who have called for it to be boycotted during February, which is Black History Month, as punishment for turning its back on its diversity programs.
