A growing trend of consumer resistance is emerging as Americans use their spending power to protest corporate stances on sensitive issues. In the wake of the Biden administration’s shift towards a more liberal agenda, companies like Disney, Target, and Google have revised or abandoned diversity, equity, and inclusion (DEI) policies.
Research conducted by Harris Poll reveals that 45% of Democrats are willing to stop shopping at brands with which they disagree on politics, whereas 34% of Republicans take the same stance. The shift is more pronounced among younger generations, with 35% of Gen Z respondents and 32% of Black respondents citing politics as a reason for boycotting their favorite stores.
This trend has been fueled by online activism, with several instances of consumers calling for boycotts against companies that have changed or rolled back DEI policies. Target’s decision to sell its Pride Month collection in fewer stores after facing right-wing ire and boycotts is a notable example.
However, not all companies are taking the same approach. Apple and Costco have maintained their commitment to diversity and inclusion efforts. Some entrepreneurs and business owners are pushing back against these changes, urging consumers to support minority-owned businesses instead.
The shift has created uncertainty in the market, with companies facing pressure to adapt to new expectations amidst the Trump era’s shifting political landscape. As one pollster noted, “consumers are just checking out” of the economy due to fatigue with brand shifts and politics, opting for a “mental health break” by choosing not to engage with their spending power.
The NAACP has released a Black Consumer Advisory urging consumers to make informed spending decisions, support minority-owned businesses, and demand accountability amidst attacks on DEI policies. As the debate continues, one thing is clear: consumer resistance is becoming an increasingly powerful force in shaping corporate agendas.
Source: https://www.axios.com/2025/02/18/dei-consumers-shopping-politics-poll