A grassroots organization is urging Americans to refrain from spending money for 24 hours this Friday as a form of “economic resistance” against billionaires, big corporations, and the two major political parties. The movement, called The People’s Union USA, is also planning extended consumer boycotts targeting companies like Walmart and Amazon.
As economic and political tensions rise, other groups—including faith-based leaders—are organizing similar boycotts in response to corporations pulling back on diversity, equity, and inclusion (DEI) initiatives. These protests are intensifying amid President Donald Trump’s efforts to eliminate federal DEI programs.
What Is the 24-Hour Economic Blackout?
The People’s Union USA, founded by meditation teacher John Schwarz, is behind the no-spend day. The organization describes itself as nonpartisan and focused on advocating for all people.
- The economic blackout will run from 12:00 a.m. to 11:59 p.m. EST on Friday.
- Participants are urged not to shop, dine out, buy gas, or use credit/debit cards.
- If an emergency purchase is necessary, the group encourages supporting local small businesses.
- The movement is also planning a second broad-based economic blackout on March 28.
Beyond the blackout, the group is organizing targeted boycotts of major corporations, including Walmart, Amazon, Nestlé, and General Mills. As part of the Amazon boycott, consumers are urged to avoid shopping at Whole Foods, which is owned by the company.
Other Boycotts on the Horizon
Economic protests are gaining traction beyond just the one-day blackout. Several other organized efforts are underway:
1. The Target Boycott
Retail giant Target has faced backlash after rolling back its DEI initiatives in January. In response:
- Nina Turner, founder of the labor advocacy group We Are Somebody, launched a boycott starting February 1 to align with Black History Month.
- Rev. Jamal Bryant started a 40-day Target boycott beginning March 5 (Ash Wednesday) as part of a Lenten protest. His website, targetfast.org, is recruiting Christian consumers to participate.
- Rev. Al Sharpton and the National Action Network announced they will name two companies for boycotts in the next 90 days if they continue to abandon DEI commitments.
Sharpton emphasized consumer power, stating:
“Donald Trump can cut federal DEI programs to the bone, but he cannot tell us what grocery store we shop at.”
Will These Boycotts Make an Impact?
Experts have mixed opinions on whether these boycotts will lead to meaningful change.
Retail analysts note that while a single-day boycott may cause a temporary dip in sales, long-term financial damage is unlikely unless sustained over time.
- Marshal Cohen, chief retail advisor at Circana, notes that with rising inflation and economic uncertainty, retailers cannot afford to lose market share, but a one-day boycott may not be enough to force change.
- Anna Tuchman, a marketing professor at Northwestern University, agrees that while consumers can send a message, a long-term impact is unlikely.
Past boycotts have had varied results:
- Target faced a sales drop in 2023 following backlash over its Pride Month collection, leading the company to scale back LGBTQ+ merchandise in some stores.
- Goya Foods, which was boycotted in 2020 after its CEO praised Donald Trump, initially saw a sales boost as conservative shoppers rallied behind the brand. However, sales returned to normal within three weeks.
- Bud Light, once the top-selling beer in the U.S., still hasn’t fully recovered from its 2023 boycott after partnering with a transgender influencer. Unlike Goya, Bud Light lost customers who easily switched to competing brands.
Diverse Reactions to the Boycotts
While some consumers plan to participate in the economic blackout, others are taking a different approach.
- Afya Evans, a political and image consultant in Atlanta, said she will shop on Friday—but only at small businesses and Black-owned brands.
- Evans supports economic activism but believes this blackout has a broader appeal, allowing organizers to measure its impact and plan future actions.
Final Thoughts
While the 24-hour economic blackout is unlikely to cause long-term financial distress for corporations, it serves as a statement of consumer power. With multiple boycotts in motion, companies may need to weigh their decisions carefully as political and social pressures mount.
The big question remains: Will these efforts lead to lasting corporate change, or will they fade like past boycotts?
