Photo by Mackenzie Marco on Unsplash
A new wave of consumer activism is surging across the United States as communities respond to corporations rolling back their commitments to diversity, equity, and inclusion (DEI). After years of pledges made by some of the world’s biggest companies to support marginalized communities and dismantle systemic barriers, many of these promises are now being abandoned. In response, a national boycott of major businesses is being organized—a demonstration of the financial power and unity of Black consumers and their allies.
Scheduled for February 28, this “blackout” calls on millions of Americans to avoid spending any money with large retailers and financial institutions for 24 hours. Referred to online as “Al Sharpton’s DEI Boycott Plan,” this movement is being championed by organizations such as The People’s Union USA. The boycott is a strategic reaction to a January executive order signed by President Donald Trump, which made it illegal for corporations to promote or engage in inclusion-based messaging or practices. This sudden legal reversal has offered many companies cover to quietly backtrack on the DEI programs they championed just a few years ago, and for the communities that once relied on those commitments, this feels like a significant betrayal.
The Origins of the Boycott
This latest protest is rooted in the wave of social justice advocacy that swept the country in 2020. The murder of George Floyd and the resulting nationwide protests put pressure on corporations to publicly support racial justice and equity. Many responded with bold statements and ambitious pledges: promises to hire more people of color, invest in underserved communities, and promote equity both internally and externally. These moves were meant to signal a lasting commitment to progress and opportunity.
Fast forward a few years, and the landscape has shifted dramatically. The executive order from Trump’s administration—an explicit attack on DEI—opened the floodgates for companies to retreat from these initiatives. Internal programs have been cut, language promoting inclusion has been stripped from websites, and support for Black and underserved communities has dwindled. This rollback is widely seen as not only a political maneuver, but a retreat from the hard-fought progress made toward economic justice and representation.
Economic Activism: A Tradition of Boycotts
In this context, the call for a nationwide boycott is not only a protest—it’s a return to a proven tactic in the struggle for civil rights. Economic activism has deep roots in American history, particularly in Black communities. From the Montgomery Bus Boycott in the 1950s, which was instrumental in ending bus segregation, to ongoing efforts to support Black-owned businesses, the collective power of consumers has always been a catalyst for change.
The organizers of this boycott emphasize that the primary language corporations truly understand is money. As their campaign materials state: “Corporations and banks only care about their bottom line. Disrupting the economy for even one day sends a powerful message. If they don’t listen, we make the next blackout longer. Our numbers are powerful. This is how we make history.”
At a rally coinciding with the January presidential inauguration, one activist laid out the call for solidarity: “We are going to announce the two companies that we’re going after, and we’re going to ask everybody in this country—Black, white, brown, gay, straight, woman, trans—don’t buy where you are not respected.” The principle is simple: if a company does not honor its commitments to inclusion and respect, it should not receive support from any community.
Clarity on Leadership and Tactics
While the boycott is widely associated online with Rev. Al Sharpton, founder of the National Action Network (NAN), he has clarified that his organization has not officially endorsed this particular blackout. In a February 25 statement, Sharpton explained that while he respects the spirit of these efforts, NAN’s own strategy will be announced during their April national convention. He also noted that a coalition of partner organizations is currently evaluating which companies have rolled back DEI, what their profit margins are, and how Black consumer power can be mobilized to make the greatest impact.
This careful approach reflects a broader understanding that real, lasting change requires coordination and targeted action. The upcoming boycott is one part of a larger movement, meant to send an early warning shot to corporations that the days of empty promises and performative allyship are over.
DEI Rollbacks: What’s Really at Stake
The backlash against DEI did not occur in a vacuum. As companies rolled out public commitments in the wake of the 2020 protests, criticism quickly followed. Detractors—often using buzzwords like “meritocracy”—claimed that these initiatives were a form of “reverse discrimination” or political pandering. The Trump administration’s executive order gave these critics a powerful legal tool, and many businesses quickly fell in line, reversing or softening their support for DEI under the new legal risks.
For many Black Americans and their allies, these reversals are not just disappointing—they are a direct attack on decades of progress toward economic equality, representation, and justice. This is why economic protest remains a vital strategy. The boycott is intended to force corporations to realize that if they value profit, they must also value the communities that contribute so much to their success.
The NAACP: Turning Financial Influence into Accountability
Recognizing the immense power of the Black dollar—estimated at more than $1.8 trillion in annual buying power—the NAACP has issued guidance on how to make consumer choices count. On February 15, the organization released a Black Consumer Advisory, offering actionable steps to leverage economic influence:
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Spend money only with companies that stand by DEI commitments.
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Call out businesses that retreat from diversity and equity.
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Support and invest in Black-owned businesses and entrepreneurs.
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Advocate for systemic change within corporations.
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Stay informed about the ongoing rollback of DEI efforts and its broader impact.
The NAACP argues that rolling back DEI programs not only threatens the economic gains of Black communities but undermines the very principles of fairness and civil rights. Their advisory makes clear: “These rollbacks reinforce historical barriers to progress under the guise of protecting ‘meritocracy,’ a concept often used to justify exclusion.” In their view, the stakes are nothing less than the continued economic and social advancement of Black Americans.
The Larger Message: Respect Must Be Earned
The February 28 blackout is not a standalone protest but a declaration that the Black community—and all those who support justice—are ready to demand more from corporate America. It is a reminder that respect cannot be earned through marketing slogans alone; it must be demonstrated in real commitments, real investments, and real accountability.
Boycotts are not just about money. They are about power, voice, and visibility. History shows that when communities act together, their impact can be transformative, forcing companies and governments to confront uncomfortable truths and, ultimately, to change.
Looking Ahead
Organizers acknowledge that a single day will not be enough to reverse years of backsliding or erase deep-rooted inequality. But this boycott is just the beginning. If companies fail to respond, activists are prepared to escalate with longer, more targeted actions. The ultimate goal is to make clear that economic justice is non-negotiable—and that communities are willing to fight for it.
The coming boycott serves as a wake-up call. The Black dollar has long been a source of strength and potential, but only when wielded collectively does it become a tool for transformation. Now, more than ever, that power is needed to protect the hard-won gains of recent years and push for a future where diversity, equity, and inclusion are more than just buzzwords—they are realities.
