Grassroots Economic Blackout Targets Corporate Influence on Consumers

NEW YORK (AP) — A grassroots movement, spearheaded by The People's Union USA, prompted Americans to participate in a 24-hour economic blackout on Friday to protest perceived corporate influence on working-class life. The boycott began at 12 a.m. EST and concluded at 11:59 p.m. EST, urging U.S. residents to avoid all spending as an act of resistance against billionaires and major political parties.

John Schwarz, a meditation teacher based in Chicago and founder of The People’s Union, launched the initiative in response to what he described as the malign effects of corporate greed on everyday Americans. The group called for participants to refrain from shopping in stores and online, avoid fast food, and not fill their gas tanks. Essentials could still be purchased from local small businesses to support the community.

“This is our way of standing up and going, ‘We are here. Do you see me and hear me? We have had enough,’” Schwarz said during an Instagram Live session. “We want to hold billionaires and elected officials accountable.”

Despite the enthusiasm on social media, the immediate impact of the boycott was unclear. Marshal Cohen, chief retail advisor at market research firm Circana, reported that consumer activity appeared unaffected. “It doesn’t look like anybody’s really pulling back,” Cohen observed. “If you get 5% or 10% of the people that don’t shop, that could happen on any day.”

A number of individuals shared their no-shopping experiences online, with some brewing coffee at home or preparing lunches to avoid expenditures. Rachelle Biennestin, a first-grade teacher and TikTok content creator near Boston, reported she voluntarily abstained from shopping as part of the effort to prompt retailers to reconsider their diversity, equity, and inclusion (DEI) initiatives.

“I’m not going to forget that they rolled back on DEI,” she said. “I’m going to remember that, and so will my wallet.”

However, the movement faced skepticism from some consumers. “I feel like the idea is good, but we need something else,” remarked FAMU student Deja Clements, who preferred to seek the best deals when shopping.

The People’s Union USA has plans for another national economic blackout on March 28, and is also organizing boycotts against retailers such as Walmart, Amazon, Nestle, and General Mills. Past boycotts have varied in effectiveness, with mixed results in influencing corporate policies.

Target, which previously faced criticism for its DEI rollback, is experiencing additional scrutiny with calls for a 40-day boycott starting March 5, coinciding with the start of Lent. “We want to see what the impact is,” said Rev. Jamal Bryant, who is leading the initiative.

Experts suggest the combined boycott movements and grassroots campaigns could generate short-term declines in sales, particularly in liberal areas. Anna Tuchman, a marketing professor at Northwestern University’s Kellogg School of Management, believes that a one-day boycott can temporarily amplify consumer voices but may not result in sustainable behavioral changes.

While the potential for change remains uncertain, some local businesses, like Mischa Roy’s tea shop in Northampton, Massachusetts, reported brisk sales amidst the boycott, attributing their success to customer loyalty.

“We are definitely seeing brand loyalty and small business loyalty,” Roy said, indicating a contrasting trend compared to major retailers.

As the event unfolded, the true extent of the economic blackout’s impact on national retailers remained elusive, but it has nonetheless sparked conversations around consumer power, corporate accountability, and the role of activism in today’s economy.