In group chats or scrolling through social media, you might have seen calls for an “economic blackout” on Feb. 28.
With the blackout, supporters and activists aim to take a stand against big corporations and cuts to diversity, equity, and inclusion (DEI) initiatives, among other grievances.
The Feb. 28 Economic Blackout is the first in a series of economic actions organized by The People’s Union USA, “a grassroots movement dedicated to economic resistance, government accountability, and corporate reform,” per its website.
The People’s Union USA describes itself as a “grassroots movement” unaffiliated with political parties. “We fight for fairness, economic justice, and real systemic change,” per its website.
The group was founded by an American named John Schwarz, per its website. Schwarz said his meditation practice led to an understanding that “it is possible to break free from a system built to exploit us.”
The group argues that corporations have prioritized profit over fairness and that consumers can flex power and influence by halting their spending, per its website.
TODAY.com spoke to two economic experts for information about the boycotts, more protests to come and how much power people have in being heard by giants like Amazon and Walmart.
Why are people participating in an ‘economic blackout’ on February 28?
Supporters of the economic blackout are harnessing their spending power to demand accountability for DEI rollbacks, fair wages and fair labor practices. The organizers say their focus is on “systemic change” and against an “economy designed to exploit workers, suppress wages, and keep the majority of us in a constant state of struggle.”
In later efforts, the People’s Union USA aims to put pressure on specific corporations like Amazon and Walmart, two companies that halted DEI initiatives amid President Donald Trump’s push to do the same in the federal government.
“Clearly, a lot of people are upset with what’s going on in Washington,” Brayden King, a professor at Northwestern University’s Kellogg School of Management who studies boycotts and activism tells TODAY.com. “They don’t feel like they have the ability to express themselves, or even if they do, they’re not sure if they’ll be heard.”
King says boycotts often serve as a way to unite people and give them a way to channel their frustrations.
“One way to interpret this boycott is that it really is just an outlet for people to express their outrage and to let decision-makers know that they want an alternative,” King says.
What stores are being boycotted?
The economic blackout is targeting major retailers, fast food chains and online companies. The 24-hour economic blackout encourages consumers to freeze spending for one full day, Feb. 28.
The People’s Union USA also has other initiatives planned for the weeks to come, including more economic blackouts and efforts targeting specific stores or brands:
- Amazon (March 7-14)
- Nestlé (March 21-28)
- Economic Blackout #2 (March 28)
- Walmart (April 7-13)
- Economic Blackout #3 (April 18)
- General Mills (April 21-27)
If you’re participating in the blackout, where can you shop?
The boycott organizer’s website lists a simple rule: “Don’t spend money on the designated days.” That includes “no online shopping, no fast food, no gas.”
The website said, if purchases have to be made, they should be done at locally businesses only.
Do boycotts work?
Boycotts often fail because consumers are prone to prioritizing convenience over commitment, according to King and Mike Barnett, a professor of management and global business at Rutgers Business School who also spoke to TODAY.com.
Still, plenty have successfully pressured corporations into action. King points to the Nike boycott of the 1990s as a modern example.
“When I think of a successful boycott, the one that comes to mind is the Nike boycott in the 1990s,” King explains. “Activists went after Nike over labor conditions in its overseas factories, and Nike was a strong target because it had such a visible brand.”
“Nike’s CEO, Phil Knight, initially resisted, arguing that competitors were worse,” King says. “But activists knew that if Nike changed, others would follow. And that’s what happened — Nike improved its labor standards, and competitors like Adidas and Reebok had to do the same.”
This boycott worked because it was focused. “Nike was just a good target,” King says. “Activists weren’t asking for broad, vague change—they had a clear goal, and that’s what made it effective.”
Barnett, like King, also cited the 2023 Bud Light boycott, which saw critics rally against the brand’s partnership with trans influencer Dylan Mulvaney. Anheuser-Busch Inbev reported sales dropped 10.5% after the campaign, per the Associated Press.
Could the Feb. 28 economic blackout make an impact?
“I don’t think this is a fruitless effort,” says King, who says he plans to participate in the boycott on Feb. 28 by spending only on small, local businesses.
“Even if it doesn’t force corporate change, it helps build solidarity for future actions.”
Still, he notes that without a strong strategy, the current boycott — for all its social media buzz — could lose momentum.
