Last Updated on March 2, 2025 by Bertrand Clarke
In a powerful display of collective action, Americans from coast to coast are joining forces in a 24-hour economic boycott to protest the erosion of diversity, equity, and inclusion (DEI) initiatives by major corporations. The movement, dubbed “Spend Freeze 2024,” has gained traction as a response to what participants describe as a troubling trend of corporate backtracking on social responsibility, exacerbated by policies linked to former President Donald Trump and billionaire Elon Musk.
The boycott, organized by the grassroots coalition People’s Union USA, encourages participants to refrain from spending money for an entire day. If purchases are necessary, supporters are urged to patronize local, small businesses and use cash to minimize the economic impact on large corporations. The initiative, which began on February 28, is not tied to a specific historical event but is intended to mark the start of a broader, sustained effort to hold corporations accountable.
“This is about reclaiming our power as consumers and citizens,” said Maria Gonzalez, a spokesperson for People’s Union USA. “When corporations and policymakers prioritize profit over people, we have the ability to hit them where it hurts—their bottom line. This boycott is just the beginning.”
The movement has resonated deeply with individuals who feel marginalized by recent corporate and governmental decisions. Many participants cite the rollback of DEI programs, cuts to federal healthcare funding, and the influence of wealthy elites like Musk and Trump as key motivators for their involvement. Social media has played a pivotal role in amplifying the campaign, with hashtags like #SpendFreeze2024 and #EconomicResistance trending across platforms.
For Eric Butcher, a California-based advocate for individuals with rare diseases, the boycott is a matter of life and death. Butcher, who lives with Alpha-1 antitrypsin deficiency and Addison’s disease, sees the cuts to healthcare funding as a direct threat to his community. “These policies are not just numbers on a spreadsheet—they’re going to kill people,” he said. “I’m participating because this is the only way to make those in power understand the consequences of their actions.”
Small business owners are also lending their voices to the movement. Lisa Rayner, who runs a boutique in Santa Fe, New Mexico, said the decision to join the boycott was an easy one. “I’ve always believed in using my spending power to reflect my values,” she said. “This isn’t just about one day—it’s about showing that we can live without these corporate giants and still thrive.”
Rayner’s 82-year-old mother has also pledged to participate, underscoring the intergenerational appeal of the campaign. “This is about solidarity,” Rayner added. “It’s about proving that ordinary people can come together and make a difference.”
The boycott coincides with other ongoing economic protests targeting corporate policies. For instance, the labor advocacy group We Are Somebody has launched a separate boycott of Target, timed to coincide with Black History Month, in response to the retail giant’s decision to scale back its DEI initiatives. Similarly, the Latino Freeze movement, which advocates for immigrant and Latino communities, has compiled a list of companies it urges consumers to avoid until they demonstrate a commitment to minority populations.
Critics of the boycott argue that such actions could harm workers and the economy at large. However, supporters counter that the long-term goal is to create a more equitable and just economic system. “This isn’t about punishing anyone—it’s about demanding accountability,” said Gonzalez. “We’re sending a message that diversity, equity, and inclusion are not optional. They’re essential.”
As the 24-hour boycott unfolds, participants are reflecting on the broader implications of their actions. For many, the campaign is not just a protest but a call to reimagine the role of consumers in shaping corporate behavior. “I hope this inspires people to think differently about how they spend their money,” said Rayner. “We don’t have to accept the status quo. Together, we can build a better future.”
The success of the boycott remains to be seen, but its organizers are already planning follow-up actions to sustain the momentum. Whether or not the campaign achieves its immediate goals, it has undoubtedly sparked a national conversation about the power of collective action and the importance of holding corporations accountable to their values.
As the sun sets on February 28, the message from participants is clear: this is just the beginning. “We’re not going anywhere,” said Butcher. “This is a fight for our lives, and we’re in it for the long haul.”
