On February 28, 2025, Americans nationwide are expected to participate in the "economic blackout" protest, urging consumers to pause their spending at major retailers for 24 hours. This grassroots initiative, orchestrated by The People's Union USA, has gained significant traction over social media, gaining endorsements from various celebrities and activists.
The event encourages consumers to avoid shopping at stores like Amazon, Walmart, and Target, denouncing what organizers claim as widespread corporate greed, particularly as many major companies have rolled back diversity, equity, and inclusion (DEI) initiatives. The call for this boycott was initiated by John Schwarz, known on social media as @TheOneCalledJai. He launched the movement to demonstrate the collective power of consumers against corporations and governmental policies perceived as detrimental to social equity.
"The system has been engineered to exploit us, and on February 28, we are going to remind them who really holds the power," said Schwarz, who boasts around 250,000 followers on platforms like Instagram and TikTok. Schwarz's initial proposal for the boycott was expected to gather modest attention, but it rapidly evolved as online engagement skyrocketed, with his messages being shared widely across various channels, reaching millions.
Schwarz, with no background in organizing protests, has effectively utilized social media to amplify the call for action. He recently stated, "I thought maybe just a handful of my followers would participate, but the momentum has exceeded my expectations." Various high-profile personalities, including author Stephen King and actress Bette Midler, have also vocalized their support, sharing Schwarz's call across their platforms.
The People's Union USA, the organization behind the economic blackout, describes its mission as promoting economic resistance and calling attention to political corruption. The group encourages individuals to support local businesses if necessary purchases must be made. Essentials like food and medicine can be bought, but participants are urged to shop locally.
On the blackout day, from midnight Thursday through midnight Friday, the organizers aim to achieve significant visibility or, as Schwarz puts it, create "a warning shot" illustrating the potential might of collective societal action. The initiative insists it isn't just about one specific issue but is part of broader resistance against systemic exploitation.
Despite the rising buzz around the movement, some experts remain cynical about its potential economic impact. Neil Saunders, managing director at GlobalData, commented, "While the boycott has gained attention, translating this traction to real-world action could prove difficult. Many participants will likely only defer their purchases rather than forgo them entirely." Nevertheless, supporters of the initiative maintain their hope: The blackout serves as the symbolic start of economic resistance.
The call for civil disobedience resonate strongly against the backdrop of increasing financial strains for numerous Americans. Rising housing costs, surging inflation, and growing food prices have created frustration among many consumers who feel they are being squeezed from all sides. This discontent lays the foundation for the movement, as Schwarz emphasizes the need for significant change by letting corporations and politicians know they will no longer tolerate being exploited.
Beyond February 28, The People's Union USA has outlined plans for more economic actions. They aim to target specific retailers, with boycotts already planned against Amazon, Nestlé, and Walmart throughout the upcoming months. A second nationwide blackout has also been scheduled for April 18. The organizers believe these continued actions can build toward significant societal change.
While the organization asserts its nonpartisan stance, many voices are calling out the recent rollbacks of DEI programs at many corporations, particularly those inspired by the Trump administration's moves. This has led to various protests, and community-led resistance against these corporations is expected to escalate. Local activists, particularly within the Black community, have expressed outrage over Target's recent decisions to retract DEI commitments, with some calling for larger boycott events.
Rev. Jamal Bryant has organized Campaigns urging Black consumers to refrain from shopping at Target starting March 5, to align with the start of Lent, which will run for 40 days. Similar calls for action have surfaced across different community organizations, illustrating the widespread anger and disappointment among various demographics toward corporate practices.
This grassroots movement allows individuals to channel their frustration through collective action, presenting the opportunity for Americans from diverse backgrounds to unite against policies and practices they strongly disagree with. The event merges politics, social justice, and consumer activism, all under the banner of economic resistance.
On February 28, both supporters and detractors of the boycott will be watching closely, as the day could prove pivotal for future initiatives and symbolize the growing unrest among consumers who demand accountability from corporate entities. If successful, this economic blackout could motivate more tangible societal shifts—initiatives to hold both corporations and politicians accountable could gain momentum beyond February.
Regardless, as many tens of thousands of people prepare to join the economic blackout this Friday, it signals more than just one day of spending avoidance. It marks the beginning of what could be significant challenges to corporate strategies and renewed energy for activism among American consumers. The impact might be minimal on the grand scale of the economy, but the symbolic assertion of consumer power cannot be easily dismissed.