Photo by freestocks on Unsplash
Across the country, a powerful movement is gaining traction as consumers mobilize to hold corporations accountable for abandoning their commitments to diversity, equity, and inclusion (DEI). As some of the world’s largest brands quietly roll back the promises made to marginalized communities over the last several years, a growing chorus of voices is calling for concrete action—beginning with a nationwide boycott of retailers and companies seen as backtracking on DEI.
On February 28th, millions of Americans are expected to participate in a 24-hour boycott of major retailers and banks. The action, informally called “Al Sharpton’s DEI Boycott Plan,” is being championed by organizations such as The People’s Union USA. It represents a pointed response to a late-January executive order by President Donald Trump that made it illegal for companies to implement or promote inclusion-based messaging and practices. This abrupt change signals an alarming reversal for those who have advocated for greater representation, fair access, and opportunity within the business world.
The roots of this movement can be traced to the widespread outrage and activism that swept the nation in 2020. In the aftermath of George Floyd’s murder and subsequent protests, dozens of major corporations rushed to assure the public of their renewed dedication to racial equity and justice. These pledges weren’t just symbolic; companies vowed to hire more diverse workforces, support Black communities through investments, and dismantle systemic barriers that have long denied opportunities to people of color.
But within just a few years, many of those promises are in jeopardy. The newly signed executive order gives companies the legal cover to walk back on DEI initiatives without fear of regulatory consequences. Many have already started to do so quietly, dropping commitments, programs, and even language from their marketing and internal policies. For communities who took these promises seriously, this latest shift feels like a profound betrayal.
Boycotting for Change: Economic Power as Protest
The upcoming February 28th boycott is designed as a direct challenge to corporate indifference and political backsliding. Organizers have made their strategy clear: if companies are only interested in their bottom line, then targeting that bottom line is the most effective way to force real change. “Disrupting the economy for even one day sends a powerful message,” reads a campaign statement circulated online. “If they don’t listen, we’ll make the next blackout longer. Our numbers are powerful. This is how we make history.”
The logic behind this approach is grounded in the history of economic protest. Marginalized groups in America—especially Black Americans—have long wielded their collective purchasing power as a weapon for social justice. From the 1955 Montgomery Bus Boycott, which played a pivotal role in dismantling legalized segregation, to modern “buy Black” campaigns, the principle remains unchanged: if companies profit from the Black community, they must also be accountable to it.
This year’s boycott organizers have also emphasized the importance of broad solidarity. During a rally on the day of the presidential inauguration, a leading activist declared, “We are 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.” The message is simple but powerful: inclusion and respect are non-negotiable, and consumers should withdraw their support from any business that fails to honor its commitments.
Yet, it’s important to clarify the origins and official leadership of the current boycott. While Rev. Al Sharpton’s name has been widely circulated online in connection with the boycott, Sharpton and his organization, the National Action Network (NAN), have not officially sanctioned this specific action. In a public statement released February 25th, Sharpton expressed appreciation for the spirit of the boycott, but clarified that NAN’s own planned response will be announced at its 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 further shared that a council of allies and partners is in the process of identifying companies that have abandoned their DEI commitments, assessing their profit margins, and strategizing how to leverage Black consumer power most effectively.
The Backlash Against DEI: What’s at Stake
The push to undo DEI efforts didn’t arise overnight. After the national reckoning in 2020, the business world saw an outpouring of statements, policy changes, and donations in support of racial equity. Companies pledged billions of dollars, set hiring goals for underrepresented groups, and promised to use their platforms for good. For a moment, it seemed like a genuine step forward.
But backlash soon followed, spearheaded by critics who claimed that DEI initiatives amounted to “reverse discrimination” or undermined traditional notions of “meritocracy.” The Trump administration’s executive order now gives those critics the legal means to challenge, weaken, or outright dismantle these programs. Companies that once saw public relations value in supporting DEI are now recalculating, wary of lawsuits, government penalties, or political scrutiny.
For advocates, these rollbacks are more than just a business decision—they are a direct attack on the hard-fought progress toward equity and fairness. The reversal of DEI commitments isn’t happening in isolation; it’s part of a broader effort to chip away at gains made in civil rights and social justice. As a result, the boycott is as much about reclaiming the narrative as it is about dollars and cents.
The Role of the NAACP: Mobilizing the Black Dollar
Recognizing the gravity of the current moment, the NAACP has stepped in to provide practical guidance for consumers determined to make their voices heard. On February 15th, the NAACP issued a “Black Consumer Advisory,” laying out a clear path for using the Black dollar as a tool for accountability.
The advisory acknowledges that DEI rollbacks threaten to undo decades of economic progress for Black communities. It offers several recommendations: prioritize supporting businesses that demonstrate genuine commitment to diversity and equity; hold companies publicly accountable for backtracking on their promises; actively seek out and invest in Black-owned businesses; advocate for continued change; and, above all, stay informed about corporate actions and the broader political climate.
“These rollbacks reinforce historical barriers to progress under the guise of protecting ‘meritocracy,’ a concept often used to justify exclusion,” the NAACP warns. The organization stresses that the rollback of DEI initiatives isn’t just a business concern, but a fundamental threat to Black economic advancement and the core values of justice, equity, and civil rights.
Why This Boycott Matters
This moment is a test of unity, resolve, and vision. The February 28th boycott is more than a temporary protest—it’s a call to action for a sustainable movement. By leveraging the immense economic influence of the Black community—an estimated $1.8 trillion in annual spending power—consumers can remind corporations that they cannot profit from communities while disregarding their interests.
It’s not just about holding individual companies accountable, but about setting a precedent. When businesses see that consumers will not tolerate broken promises, they become more likely to uphold their end of the bargain. In the long run, this helps ensure that diversity and equity aren’t just passing trends but foundational values.
Boycotts have a proud history in the fight for civil rights. Economic protest has always been a potent means of demanding justice, from the grape boycotts led by César Chávez to the anti-apartheid divestment campaigns. Each action has demonstrated the simple truth: companies and governments alike are forced to pay attention when their profits are on the line.
The Path Forward
Organizers of the February 28th blackout know that one day of action, by itself, won’t fix decades of inequality or force instant change. But the boycott is a starting point—a statement of intent and a demonstration of collective power. Activists have promised to escalate their efforts if companies continue to ignore calls for accountability, with longer boycotts and more targeted campaigns already under consideration.
The message to corporate America is clear: respect the Black dollar, honor your commitments, and don’t take the loyalty of your customers for granted. Companies that choose to walk back DEI pledges will face public scrutiny, economic consequences, and the possibility of lasting reputational damage.
Conclusion
The February 28th boycott represents more than just economic withdrawal—it’s a reminder that the Black dollar has power, and that power can be wielded for justice. As consumers mobilize to demand respect, inclusion, and equity, they send a signal that empty promises are not enough. Real change will require not only words, but sustained action and meaningful accountability.
In an era of political uncertainty and corporate backpedaling, the Black community and its allies are taking the lead—showing once again that the fight for equality is far from over, and that progress, once gained, must be defended by every means available, including the most powerful tool of all: collective economic action.
