A Growing Movement of Economic Resistance: Why Americans Are Choosing Not to Spend
The Rise of Economic Blackouts as a Form of Protest
In a bold move to challenge the influence of billionaires, corporations, and political parties, a grassroots organization called The People’s Union USA is urging Americans to observe a 24-hour spending blackout on Friday. Dubbed an “economic blackout,” the initiative aims to highlight the growing frustration among working-class Americans who feel overlooked by powerful entities that dominate the economy and politics. By abstaining from all purchases, whether online or in-store, participants hope to send a clear message about their dissatisfaction with the current system. The movement, which kicked off at midnight, encourages people to avoid big retailers, fast food chains, and even gas stations, instead supporting small, local businesses if essential purchases are necessary.
The People’s Union USA, founded by John Schwarz, a meditation teacher from the Chicago area, describes itself as non-partisan and focused on advocating for all people. While the group did not respond to requests for comment, its website and social media channels have been active in promoting the blackout. The event has sparked both support and debate online, with many voicing their solidarity with the cause while others question its practical impact.
Beyond the Blackout: Targeted Boycotts Against Major Corporations
The economic blackout is just the beginning. The People’s Union USA has also announced plans to launch weeklong boycotts of specific companies, including retail giants like Walmart and Amazon. The group is particularly targeting Amazon’s subsidiary, Whole Foods, and global food corporations like Nestle and General Mills. These targeted boycotts aim to hold companies accountable for their policies and practices, particularly those seen as harmful to workers, consumers, or social justice initiatives.
One of the most notable examples is the backlash against Target, which recently rolled back its diversity, equity, and inclusion (DEI) initiatives. The decision has sparked outrage among advocates, leading to a nationwide boycott. Nina Turner, leader of the labor advocacy group We Are Somebody, launched a Target boycott in February to coincide with Black History Month. Similarly, Rev. Jamal Bryant, an Atlanta-area pastor, has organized a 40-day boycott of Target starting on Ash Wednesday, recruiting Christians to join the cause during Lent. These efforts have gained traction, with other faith leaders and civil rights organizations, like Rev. Al Sharpton’s National Action Network, joining the movement. Sharpton has vowed to identify and boycott companies that abandon their DEI commitments, emphasizing that while politicians like Donald Trump may rollback federal DEI programs, consumers still have the power to vote with their wallets.
What Experts Say About the Effectiveness of Boycotts
While the blackout and boycotts have garnered significant attention, experts are divided on their potential impact. Retail analyst Marshal Cohen of Circana notes that the broader economic environment, marked by inflation and potential tariffs, may amplify the effects of the blackout. However, Cohen believes the overall impact will likely be limited, with the most noticeable effects concentrated in liberal-leaning urban areas. Meanwhile, Anna Tuchman, a marketing professor at Northwestern University, suggests that the blackout may dent daily retail sales but is unlikely to lead to sustained economic change. She describes it as a symbolic opportunity for consumers to express their voices but doubts its long-term efficacy.
Historical examples of boycotts offer mixed results. For instance, Target experienced a sales drop in 2023 following backlash over its Pride Month collection, leading the company to scale back its LGBTQ+ initiatives the following year. On the other hand, a 2020 boycott of Goya Foods, sparked by its CEO’s praise for Trump, initially led to a sales spike as conservative consumers rallied to support the brand. However, this surge was short-lived. Tuchman explains that the success or failure of a boycott often depends on the specific context and the alternatives available to consumers.
The Power of Consumer Choice in Driving Change
Despite the uncertainty surrounding the long-term impact of these boycotts, many participants believe the effort is worthwhile. Afya Evans, a political and image consultant in Atlanta, plans to shop on Friday but will focus on supporting small businesses and Black-owned brands. She sees the blackout as a broader movement to test the collective power of consumers. “It’s a way for people to come together and see what kind of impact they can have,” she says. For Evans and others like her, the blackout is less about causing permanent financial harm to corporations and more about demonstrating the potential of unified action.
The Bigger Picture: Boycotts as a Tool for Social Change
The current wave of boycotts reflects a growing trend of consumer activism in the U.S., where people are increasingly using their spending habits as a means of protesting policies and corporate practices. Whether it’s targeting companies that rollback DEI initiatives or speaking out against political decisions, these movements highlight the complex interplay between economics, politics, and social justice. While the immediate effects of the blackout may be modest, they represent a larger shift toward a more conscious and engaged consumer base.
As the debate over the effectiveness of boycotts continues, one thing is clear: the power of the purse is a powerful tool in the hands of the people. Whether through a one-day economic blackout or sustained campaigns against specific companies, these movements remind us that even in an economy dominated by giant corporations, individual choices can make a difference. And as long as consumers are willing to take a stand, the possibility for change remains.
In conclusion, the economic blackout and the broader boycott movement it represents are more than just acts of economic resistance—they are a testament to the enduring belief that collective action can shape the world we live in. While the road ahead is uncertain, the willingness of everyday Americans to challenge the status quo offers a glimmer of hope for a more equitable future.
