In a move aimed at highlighting economic concerns, a grassroots group is urging Americans to hold off on spending for a full day on Friday. This action, named an “economic blackout” by the organizers, is a protest against what they perceive as the overwhelming influence of billionaires, major corporations, and dominant political parties on everyday citizens. The initiative, conceived by The People’s Union USA, has garnered attention and sparked discussions on social media platforms. This effort will also include proposed weeklong boycotts against larger corporations such as Walmart and Amazon.
The movement has gained traction among activists, religious leaders, and consumers. Many are organizing additional boycotts against businesses that have recently reduced their efforts in diversity, equity, and inclusion (DEI). There is also opposition towards former President Donald Trump’s efforts to dismantle federal DEI initiatives. During Lent, faith leaders are advising their congregations to boycott businesses like Target, which recently announced a pullback on DEI policies.
The 24-hour spending halt, which was spearheaded by The People’s Union USA, commences at midnight EST, lasting until 11:59 p.m. EST on Friday. The Chicago-based meditation teacher, John Schwarz, is credited with founding this organization. They urge consumers not to shop, specifically avoiding large retail outlets and chain stores and to forego purchases like fast food or gas. However, they suggest supporting small local businesses in cases of emergencies and recommend avoiding the use of electronic payment methods. Another significant economic abstention is planned for March, paired with specific retailer boycotts including global food brands.
Other boycotts align with this overarching movement. With Target stepping back on its DEI commitments, it has become a focal point for protest. Activist Nina Turner’s group commenced a boycott in February, in alignment with Black History Month. In Atlanta, Rev. Jamal Bryant is rallying Christians to partake in a 40-day boycott starting with Lent. In a similar vein, Rev. Al Sharpton’s National Action Network, a civil rights organization, pledged to identify businesses abandoning DEI values for a proposed boycott.
The question remains whether these collective actions will make a tangible impact on the market. Retailers could experience minor setbacks given the backdrop of economic uncertainty, with inflation concerns already prevalent. Analyst Marshal Cohen from Circana warns of the risks since consumers are increasingly allocating funds to essential goods like food. However, some experts, like marketing professor Anna Tuchman from Northwestern University, caution whether the one-day event will have enduring effects.
Previous boycotts have yielded varied results. Target witnessed a downturn in sales following an LGBTQ+ supportive collection, leading to a retraction of such merchandise. Research by Tuchman on a 2020 Goya Foods boycott indicates an initial sales rise largely in Republican strongholds, yet the boost quickly faded. Bud Light experienced a prolonged sales drop after a marketing misstep, a situation aggravated by plenty of competing brands aligning better with their primary market.
Political and image expert Afya Evans in Atlanta plans to shop Friday, supporting small and Black-owned businesses, highlighting that effective participation can drive noticeable change. “It’s about seeing potential impacts and planning forward,” she remarked on the overarching strategy of the economic blackout.
