A nationwide boycott is planned for February 28 targeting corporations that have scaled back diversity, equity, and inclusion (DEI) efforts. The protest aims to urge consumers to shop only from small businesses and avoid major retailers such as Target, Walmart, and Amazon.
The movement originated from a post on Instagram by “theonecalledjadi” of the People’s Union USA group, which gained 6 million views and 275,000 likes. The post read: “The economy does not belong to the rich; it belongs to us.” Another organization, Until Freedom, has also shown support for the boycott, citing the elimination of initiatives focused on carrying products from minority-owned businesses.
Actor John Leguizamo shared a post supporting the protest, urging people not to shop at Target, Walmart, or Amazon. Organizers plan this one-time event as the start of a series of March boycotts against companies rolling back on DEI efforts.
Companies affected by the backlash include Google, Meta (Facebook’s parent company), and Walmart. Google reassessed its hiring targets, while Meta canceled its DEI programs to align with former President Donald Trump’s policies. Walmart removed LGBTQ+ advocacy from an annual benchmark index.
The trend is partly driven by a conservative “anti-woke” movement and the rise of a second Trump presidency. Companies are now changing their diversity policies in response.
Source: https://eu.northjersey.com/story/news/2025/02/24/boycott-feb-28-to-target-companies-that-scaled-back-dei-efforts/79986513007