Photo by Mackenzie Marco on Unsplash
Across the United States, a growing wave of consumer activism is targeting corporations that have begun to reverse their commitments to diversity, equity, and inclusion (DEI) programs. As public frustration mounts over the abandonment of pledges that once promised to uplift Black and underserved communities, millions are gearing up for a national boycott—an act of economic protest designed to demonstrate the true power of the Black dollar.
On Friday, February 28th, activists and everyday consumers alike plan to participate in a 24-hour “blackout” of major retailers and corporate giants. The boycott, widely referred to as “Al Sharpton’s DEI Boycott Plan,” is being promoted by organizations such as The People’s Union USA. This movement is a direct response to recent political actions—most notably, an executive order issued by President Donald Trump in late January. The order, which effectively bans inclusion-focused messaging and practices, represents a seismic shift in the landscape of corporate responsibility and social justice. The implications are profound: promises made in the wake of 2020’s nationwide reckoning on racial injustice are now at risk of being rolled back en masse.
The message from boycott organizers is unambiguous. “Corporations and banks only care about their bottom line. Disrupting the economy, even for a single day, sends a powerful message,” reads a statement from campaign leaders. “If they don’t listen, we’ll make the next blackout even longer. Our numbers are powerful. This is how we make history.”
The strategy is rooted in a long tradition of economic activism. For decades, marginalized communities—particularly Black Americans—have used their collective purchasing power as leverage to demand accountability and social change. From the Montgomery Bus Boycott of the 1950s to recent calls to support Black-owned businesses, the principle remains the same: money talks, and when communities withdraw their financial support, businesses listen.
The timing of this particular boycott is also significant. On January 20th, during a rally coinciding with the presidential inauguration, activists announced their intention to target specific companies that have reneged on DEI commitments. “We’re 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,” a leading figure declared. The rollback of DEI initiatives, he argued, represents nothing less than an attempt to undo remedies put in place to address systemic racism and bigotry.
Yet, it is important to clarify that while Rev. Al Sharpton’s name has been attached to the boycott in viral social media posts, he is not officially leading the February 28th effort. In a statement released on February 25th, Sharpton, founder of the National Action Network (NAN), expressed support for the spirit of the movement but emphasized that his organization’s sanctioned actions will be announced during their national convention in April. “We appreciate the spirit of the various efforts, but the only one that I and NAN have authorized will be announced at our national convention this April,” he said. Sharpton also revealed that a council of partners is currently evaluating which companies have abandoned DEI, analyzing their profit margins, and planning how best to use the power of Black consumers to send a clear, unmistakable message.
The renewed focus on DEI over the past five years did not happen in a vacuum. In the wake of the murder of George Floyd in 2020, corporations rushed to issue public statements, set diversity targets, and launch initiatives aimed at increasing representation and addressing historical inequities. Billions of dollars were pledged to support Black communities, promote inclusion in hiring and leadership, and dismantle barriers to economic advancement. For a moment, it seemed as though corporate America was prepared to take genuine responsibility for its role in perpetuating or ignoring systemic injustice.
However, the backlash was inevitable. Critics of DEI initiatives—often operating under the banner of “meritocracy”—argue that such programs amount to “reverse discrimination,” are divisive, or prioritize optics over genuine merit. The executive order signed by Trump in January formalized these sentiments into federal policy, making certain inclusion-based messaging and practices illegal. This policy shift has emboldened companies to quietly or overtly scale back their DEI efforts, frequently citing legal risks or shifting political winds as justification.
For many in the Black community and their allies, this is an unacceptable reversal of progress. The promises of the past five years are being quietly broken, often with little fanfare or accountability. The national boycott, then, is both a protest and a warning: corporations cannot take the Black dollar for granted while failing to honor their commitments to equity and justice.
The National Association for the Advancement of Colored People (NAACP) has long recognized the immense economic power wielded by Black consumers in the United States. With an estimated collective buying power exceeding $1.8 trillion, Black Americans are a formidable market force—one that corporations ignore at their own peril.
In mid-February, the NAACP issued its own Black Consumer Advisory, outlining practical steps for using the Black dollar as a tool for advocacy and accountability. “These rollbacks reinforce historical barriers to progress under the guise of protecting ‘meritocracy,’ a concept often used to justify exclusion,” the advisory stated. The organization urged Black consumers to:
According to the NAACP, the rollback of DEI initiatives is not simply a corporate or political issue—it is a direct assault on Black economic progress, civil rights, and the foundational values of equity and fairness. The advisory was clear in its assessment: “These sweeping efforts by the current administration are part of a broader campaign to reverse gains made in civil rights and social justice.”
This national boycott is more than just a one-day protest; it is a test of collective resolve. Its true significance lies in what it represents: a community refusing to be silent or invisible in the face of backsliding on hard-won gains. It is a reminder that DEI is not charity, but a long-overdue response to historical injustices—a necessary step toward leveling the economic playing field.
Corporations like to tout their values in marketing campaigns and annual reports, but values mean little without accountability. When companies renege on public promises, consumers are right to withhold their support. The message being sent on February 28th—and beyond—is clear: if your business does not value equity, inclusion, and respect for all, you cannot expect continued loyalty from the very communities you claim to serve.
Boycotts have always been a catalyst for change in American history. From the Boston Tea Party to the grape boycotts led by César Chávez and the United Farm Workers, economic withdrawal is a form of speech that speaks louder than words alone. The Montgomery Bus Boycott, one of the most famous in history, lasted 381 days and led to a Supreme Court decision declaring segregated buses unconstitutional. It is a model for today’s activists—proof that coordinated economic action, even if it requires sacrifice, can achieve tangible progress.
Today’s boycott fits squarely within this lineage. It is not an act of division but a demand for respect and equality. Organizers are not calling for endless protest, but for a strategic use of market power to remind companies that every dollar spent is a vote for the kind of society we wish to create.
As the February 28th blackout approaches, organizers and participants are clear-eyed about the challenges ahead. Changing the calculus for billion-dollar corporations is no small feat. But the boycott is just one tool in a larger toolbox of resistance and resilience. Continued pressure, public accountability, and a willingness to vote with our wallets are essential for ensuring that DEI is not just a passing fad, but a permanent fixture in corporate culture.
If companies choose to ignore the boycott’s message, activists have promised to escalate, extending the blackout for longer periods and targeting a broader array of businesses. The hope is that, eventually, corporations will realize that supporting DEI is not just the right thing to do—it is also good business.
In an era where political winds can shift quickly and corporate promises are too often hollow, the power of the Black dollar remains a constant. The coming boycott is a clarion call to corporations: do not take your consumers for granted. True progress requires not only bold promises, but also sustained action and accountability.
Consumers, especially those from historically marginalized groups, are no longer content to wait patiently for change. They are ready to use every tool at their disposal—including their considerable economic influence—to demand respect, inclusion, and lasting equity. And if recent history is any guide, when they act together, they cannot be ignored.
