Economic Activism: Consumers Leverage Spending Power in Response to DEI Rollbacks
A growing movement is gaining momentum as consumers, spurred by concerns over the rollback of diversity, equity, and inclusion (DEI) initiatives by major corporations, are increasingly leveraging their economic power through boycotts and conscious spending choices. This surge in economic activism reflects a desire to hold companies accountable for their commitments to diversity and inclusion, signaling that retreating from these values could have tangible financial consequences.
Sheila Harrison, a resident of Fredericksburg, Virginia, exemplifies this trend. A loyal Target shopper, she ceased patronizing the retailer upon learning of its decision to scale back some of its DEI programs. Harrison, who regularly purchased items from Target’s Black History Month line and made frequent visits to the store, expressed her disappointment and frustration. "As much as I love Target, I just couldn’t," she stated, emphasizing that the decision felt inconsistent with her values.
Harrison’s actions are part of a broader movement encompassing a range of initiatives, from a national 24-hour economic blackout to a 40-day boycott targeting stores like Target. Advocates are also encouraging consumers to support businesses that remain committed to DEI programs, particularly small, locally-owned establishments. These actions follow the implementation of an executive order by former President Donald Trump, which aimed to roll back DEI programs across the federal government. This policy shift prompted several companies to follow suit, raising concerns among advocates for diversity and inclusion.
Supporters of the boycotts hope to send a clear message to companies: abandoning DEI initiatives will negatively impact their bottom line. Jason Williams, a professor of Justice Studies at Montclair State University in New Jersey, believes that these actions demonstrate to companies that consumers are watching their actions and will not tolerate the abandonment of important causes.
Harrison, for example, has shifted her spending habits to align with her values. Previously a frequent purchaser of products from Black entrepreneurs at Target, such as cosmetics from The Lip Bar, she now orders directly from the company’s website, willingly paying extra for shipping. She also made sure to fill up her gas tank early in the week to avoid spending money during the 24 hour blackout. She plans to participate in a 40-day boycott, limiting her purchases to necessities and prioritizing Black-owned businesses whenever possible. "I want to be part of the solution, not part of the problem," she asserted, highlighting the importance of African Americans using their economic power to demand respect and recognition.
The People’s Union, a grassroots organization, is spearheading a 24-hour economic blackout. Black faith leaders have also called on their congregations to participate in a 40-day boycott of Target. The National Action Network, a civil rights organization, plans to release a report in April, highlighting companies that have retreated from their diversity programs. The NAACP has launched its Black Consumer Advisory, urging members to support Black-owned businesses and companies committed to DEI initiatives.
However, organizers acknowledge the challenges associated with conducting successful boycotts. Williams pointed out that finding affordable alternatives to major retailers can be difficult. Furthermore, logistical challenges, such as transportation costs, can make it harder for some individuals to participate.
Kim Andrews, a career strategist and leadership coach from Nashville, intends to participate in the various economic blackouts and demonstrations. She views it as a way to make a difference, akin to voting. Andrews switched from Target with ease, as she did not shop there often anyway. She decided to go to a store with a pharmacy and was surprised to find that the store had black hair care products on the shelves. She stated that she will remember that for her next trip. She has also started to shop at local grocers and markets, to contribute more to her community.
Experts note that successful boycotts often rely on mass mobilization and community-wide buy-in, citing the Montgomery bus boycott of 1955 as a prime example. Black faith leaders and civil rights groups hope to galvanize Black shoppers to participate in the current wave of economic activism.
While financial analysts caution that boycotts don’t always translate into significant financial impact, they can be effective in shaming companies into reversing unpopular decisions. Clear and specific demands are essential for a successful boycott. Consumers appreciate the opportunity to take action against companies they believe are acting in a way that is contrary to their values. Susan Bradshaw, a physician from Los Angeles, has committed to shopping exclusively at Black-owned businesses every Wednesday. Bradshaw said that she feels more connected to her community because of her efforts, and she feels that she is making change.
Groups opposing DEI initiatives have also launched their own protests and boycotts, criticizing DEI programs as part of "woke" culture and pressuring companies to abandon them. Some anti-DEI boycotts have proven effective, such as the one against Target, which led the retailer to scale back its Pride merchandise displays.
Target has stated that it will continue to work with suppliers from all backgrounds and offer products from Black-owned businesses.
Keith Byrd, pastor of Zion Baptist Church in Washington, D.C., is urging his congregation to reduce spending during Lent and to avoid certain corporations. Byrd emphasized that diversity efforts are a fundamental democratic principle. Walmart, a major employer with several stores near the church, is a primary target of the boycott.
Beyond the boycott, Byrd has personally ceased patronizing businesses that have rolled back DEI initiatives, including Starbucks and McDonalds. "Our goal is to show our economic power and muscle, period," he stated.
The rise in economic activism reflects a growing awareness among consumers of their power to influence corporate behavior. As companies grapple with the evolving social and political landscape, they must recognize that consumers are increasingly willing to use their spending power to advocate for the values they hold dear.
