Consumer Fury Ignites Nationwide Boycott: Inside the Movement Targeting Corporate Giants and DEI Rollbacks
The Genesis of the Economic Blackout Movement
What began as a grassroots call to action by John Schwarz, a mindfulness advocate known online as “TheOneCalledJai,” has exploded into a nationwide protest dubbed the “economic blackout.” In February, Schwarz urged Americans to boycott major retailers like Amazon and Walmart for 24 hours, redirecting spending to small businesses. His viral social media plea—viewed over 8.5 million times—tapped into widespread frustration over corporate power, stagnant wages, and political gridlock.
“The system exploits us. For one day, we’re flipping the script,” Schwarz told CNN. Though lacking formal organizing experience, his message resonated. Celebrities like Mark Ruffalo amplified the campaign, while everyday consumers shared grievances ranging from inflation to corporate greed. Schwarz quickly formed “The People’s Union,” raising $70,000 via GoFundMe to fuel future actions.
Target in the Crosshairs: DEI Backlash and Consumer Retaliation
The movement’s momentum converged with a targeted backlash against companies scaling back diversity, equity, and inclusion (DEI) initiatives. Retail giant Target faced particular fury after dismantling key DEI programs, including hiring goals for minority employees and a racial justice task force. Critics accused Target of abandoning its progressive reputation, forged after 2020’s racial reckoning.
Rev. Jamal Bryant of Georgia’s New Birth Missionary Baptist Church launched a 40-day Target boycott starting March 5, urging supporters to patronize Black-owned businesses instead. Foot traffic data from Placer.ai reveals Target visits fell nearly 8% in mid-February, outpacing declines at Walmart and Costco. Analysts link the drop to DEI-related discontent, though external factors like inflation may also play a role.
Target’s retreat sparked anger from customers and boycott calls, particularly Black consumers.
Rev. Jamal Bryant of New Birth Missionary Baptist Church in Stonecrest, Georgia, has called for 100,000 people to begin a 40-day boycott of Target on March 5 to coincide with the start of Lent. Participants are encouraged to purchase products from Black-owned businesses during this period.
“We have witnessed a disturbing retreat from Diversity, Equity, and Inclusion (DEI) initiatives by major corporations,” the petition says. “The greatest insult comes from Target.”
Target did not respond to CNN’s request for comment.
There are signs that the blowback from Target’s move may be impacting the company.
The Uphill Battle of Sustaining Consumer Boycotts
While viral outrage fuels short-term action, experts doubt the boycott’s lasting impact. “Sustaining momentum beyond weeks is rare,” says Young Hou, a University of Virginia marketing professor. Consumers often revert to convenience, and fragmented demands—like Schwarz’s broad call to “reset the economy”—lack the focus needed to drive change.
Past successes, such as the 2023 Bud Light boycott, relied on clear triggers (e.g., a partnership with a transgender influencer) and easy substitutes (rival beer brands). By contrast, today’s movement targets multiple issues, from DEI to antitrust concerns, diluting its potency.
Lessons from History: When Boycotts Succeed or Fail
History shows boycotts rarely cripple corporations but can tarnish reputations or spur incremental reforms. In the 1990s, Nike reformed overseas labor practices after campus protests. In 2018, companies like Delta cut ties with the NRA post-Parkland shooting.
For Target, the risk lies in alienating its progressive base. While the retailer claims it remains committed to “belonging,” its DEI retreat has sparked accusations of hypocrisy. Meanwhile, Schwarz’s People’s Union plans targeted strikes against Amazon and Walmart, testing whether online fury can translate into lasting pressure.
Conclusion: A Barometer of Public Anger
The “economic blackout” movement reflects a boiling point for consumer frustration. Whether it fades or evolves into a structured campaign hinges on organizers’ ability to unify demands—and corporations’ responses to a public increasingly willing to vote with their wallets. As Schwarz asserts, “People are tired of feeling powerless. This is just the start.”