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NATIONWIDE ECONOMIC BLACKOUT ON FEBRUARY 28  
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Suzanne Blake
February 11, 2025
Newsweek
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_ What to Know About Boycott _

People wait for a Walmart store to open on Black Friday in Downey,
California, on November 29, 2024. , ETIENNE LAURENT/AFP via Getty
Images

 

A group is planning a nationwide economic blackout as a response to
the rollback of diversity, equity and inclusion (DEI) initiatives
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sparked by the federal government.

Why It Matters

When President Donald Trump
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month, one of his first calls to action was to end several of the DEI
initiatives in the federal government. He mandated in an executive
order
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that funds could be frozen for companies that do not comply. He also
outlawed any messaging that promotes inclusion-based language.
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The orders have caused PBS [[link removed]] to
close its DEI office, while major companies like Amazon
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DEI initiatives.

What To Know

As a response to the DEI rollbacks, the People's Union
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blackout all day on February 28, beginning at 12 a.m.

During this time, participants are pledging to not make any purchases
either online or in brick-and-mortar stores.

The People's Union is targeting Amazon, Walmart
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is also asking boycotters to refrain from spending money on fast food
or gas, as well.

If consumers must make purchases, they are asked to buy only from
small, local businesses.

The People's Union originated from grassroots efforts of Americans
looking to regain control over corporate influence.

"If we disrupt the economy for just ONE day, it sends a powerful
message," the People's Union wrote on its website.

What People Are Saying

KEVIN THOMPSON, A FINANCE EXPERT AND THE FOUNDER AND CEO OF 9I CAPITAL
GROUP, TOLD _NEWSWEEK_: "The goal is to demonstrate how even a single
day of consumer restraint can affect corporate bottom lines,
ultimately pushing for change. This initiative aims to reclaim
economic power for the people by showing that collective financial
action can drive corporate and societal shifts."

ALEX BEENE, A FINANCIAL LITERACY INSTRUCTOR FOR THE UNIVERSITY OF
TENNESSEE AT MARTIN, TOLD _NEWSWEEK_: "We've seen economic protests
like this before when changes were made to different major employers
that were controversial, and this planned one is no different...While
these blackouts are normally done with the hope of positive
implications, the reality is past data indicates they lead to little
financial data from most major companies. At the end of the day, even
if consumers support the cause, they're going to continue to fulfill
their purchasing needs and desires."

MICHAEL RYAN, A FINANCE EXPERT AND THE FOUNDER OF
MICHAELRYANMONEY.COM, TOLD _NEWSWEEK_: "What makes this protest unique
is its laser focus on companies that have rolled back DEI initiatives.
Target, Walmart and McDonald's
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given their recent policy changes. While a single day of reduced
revenue won't devastate these giants, it sends a powerful message
about consumer expectations in today's market."

What Happens Next

As companies look ahead to the boycott, it's unclear how much their
finances could be impacted.

While voting is a primary method of creating change, Thompson said
your wallet can be an even more powerful tool.

"History has shown us this—our ancestors leveraged economic pressure
in 1955 during the Montgomery Bus Boycott, which lasted far longer
than a single day and led to real systemic change," Thompson said.
"While the impact of a one-day boycott may be limited, its true power
lies in mobilizing a like-minded community. If this initiative sparks
a larger movement, its long-term influence could extend far beyond
February 28."

While the sales impact is likely to be minimal for the targeted
corporations, a successful blackout could force companies to reassess
rolling back their DEI initiatives, Ryan said.

"This protest's real power lies in its potential for escalation," he
said. "If The People's Union follows through with planned longer-term
boycotts, we could see significant shifts in how corporations balance
profit margins against social responsibility. Smart investors are
already watching this movement closely."

Suzanne Blake is a Newsweek reporter based in New York. Her focus is
reporting on consumer and social trends, spanning from retail to
restaurants and beyond. She is a graduate of UNC Chapel Hill and
joined Newsweek in 2023. You can get in touch with Suzanne by emailing
[email protected]. Languages: English

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* DEI
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