By Parisa Burton
Nation & World Editor
A 24-hour economic blackout on Feb. 28 aimed to stall all economic activity, predominantly targeting major corporations to show power elites that everyday consumers are the backbone of the economy. The movement, organized by The People’s Union USA, gained momentum among American customers on social media platforms.
The People’s Union USA is a grassroots organization that identifies as a “movement for ALL people, regardless of race, gender, religion, or political affiliation,” and as an advocate for “real systemic change.” Its founder, John Schwarz, encouraged people to abstain from shopping either in-store or online and to avoid fast food chains or filling their vehicle’s gas tanks, according to The Washington Post. The only exceptions were emergency essentials like food and medicine, as well as shopping from small, local businesses, according to Time Magazine.
An executive order signed by President Donald Trump on Jan. 21 called for the immediate cease of diversity, equity and inclusion related activities in the federal workforce, and has sparked resistance since. Many Americans have been boycotting companies who have rolled back on DEI initiatives.
Brands such as Target, Walmart and Amazon have been targeted for DEI scalebacks, as consumers become more conscientious about supporting brands that align with their values, according to The Washington Post.
In January, Target announced it would end its Racial Equity Action and Change committee, which was established after the death of George Floyd to address systematic racism by increasing the representation of Black-owned businesses in stores. The company also revealed it would revoke previously set DEI goals, including increased hiring of marginalized groups and the recruitment of more diverse suppliers, according to AP News.
The economic blackout built on previous boycotting efforts, clapping back at Trump’s recent large-scale federal worker layoffs and anti-DEI order.
The People’s Union USA website states, “Mega corporations have driven up prices, underpaid their workers, and outsourced jobs while raking in record profits…the system has been designed to keep us powerless, but that ends now."
Marshal Cohen, chief retail advisor at market research firm Circana, revealed that by mid-day of the blackout, there were no clear signs of consumers cutting back on spending.
“It doesn’t look like anybody’s really pulling back,” Cohen said. “If you get 5% or 10% of the people that don’t shop, that could happen on any given day because of the rain.”
While the blackout’s immediate impact may not have been as significant as anticipated, many social media users expressed solidarity with the movement. Some opted to brew their coffee at home and pack their lunches, while others bought necessities in advance.
According to The Washington Post, Rachelle Biennestin, a first-grade teacher and content creator, did not hesitate to withhold her spending on Feb. 28. She has already reduced her “personal over-consumption” in support of “No Buy 2025,” and has redirected her spending to Costco, who reportedly stands behind its DEI programs.
“I’m not going to forget that they rolled back on DEI,” Biennestin said. “I’m going to remember that, and so will my wallet.”
The People’s Union USA has already planned a second blackout on March 28, while also promoting week-long boycotts of specific retailers and global food giants, according to AP News. A boycott targeting Amazon is set for early March, followed by Néstle in late March and Amazon in April.
The movement has garnered over $80,000 as of Friday morning, through a GoFundMe page linked on The People’s Union USA website to help with the organization’s development, according to AP News.
Small businesses were initially concerned about the economic impact that the blackout would have on their sales. However, Mischa Roy, owner of a tea and home goods shop in Northampton, Massachusetts, told AP News that her “sales were brisk” on Feb. 28.
Large-scale economic losses for big companies due to the blackout event is unlikely. According to AP News, Anna Tuchman, a marketing professor at Northwestern University’s Kellogg School of Management, believes it “will likely make a dent in daily retail sales but won’t be sustainable.”
While company sales aren’t being severely affected, the movement has raised social awareness, with many consumers continuing to withhold spending at large corporations. Support for small, local and minority-owned businesses has grown, though the long-term impact remains uncertain.
“I don’t think that one day of a blackout is going to make a huge difference to big corporations,” Stephen Day, an economics professor at Virginia Commonwealth University, told WRIC-TV. “But I think today is a day to start making those changes and [start] supporting companies that are not removing their DEI programs.”
