what is the February 28 Economic Blackout?

The February 28 Economic Blackout represents the first in a series of economic actions spearheaded by The People’s Union USA, a self-described “grassroots movement dedicated to economic resistance, government accountability, and corporate reform.” According to its website, the association is unaffiliated with any political party and champions “fairness, economic justice, and real systemic change.”

Founded by John Schwarz, The People’s Union USA believes that corporations have prioritized profit over fairness. The group argues that consumers possess the power to influence corporate behavior by collectively withholding their spending.

Motivations Behind the Boycott

Participants in the economic blackout seek to leverage their spending power to demand accountability for DEI rollbacks, fair wages, and equitable labor practices. Organizers emphasize their focus on achieving “systemic change” and challenging an “economy designed to exploit workers, suppress wages, and keep the majority of us in a constant state of struggle.”

The People’s Union USA plans to target specific corporations in subsequent actions, including Amazon and Walmart. These companies recently halted DEI initiatives, following President Donald Trump’s push to do the same within the federal government.

Brayden King, a professor at Northwestern University’s kellogg School of Management specializing in boycotts and activism, notes the broader context of public sentiment. “Clearly, a lot of people are upset with what’s going on in Washington,” King told TODAY.com. “They don’t feel like they have the ability to express themselves, or even if they do, they’re not sure if they’ll be heard.” He suggests that boycotts provide a means for people to unite and channel their frustrations.

King further explains, “One way to interpret this boycott is that it realy is just an outlet for people to express their outrage and to let decision-makers know that they want an alternative.”

Targeted Businesses and Future Actions

The 24-hour economic blackout on February 28 encourages consumers to abstain from spending for the entire day, targeting major retailers, fast food chains, and online companies. The People’s Union USA has outlined additional initiatives for the coming weeks, including further economic blackouts and targeted actions against specific companies:

• Amazon (March 7-14)
• Nestlé (March 21-28)
• Economic Blackout #2 (March 28)
• Walmart (April 7-13)
• Economic Blackout #3 (April 18)
• General Mills (April 21-27)

Guidelines for Participation

The boycott organizer’s website provides a straightforward guideline: “Don’t spend money on the designated days.” This encompasses “no online shopping, no fast food, no gas.” If purchases are unavoidable, the website advises prioritizing locally owned businesses.

The Effectiveness of boycotts

While boycotts frequently enough face challenges due to consumers prioritizing convenience, numerous instances demonstrate their potential to pressure corporations into action. King and Mike Barnett, a professor of management and global business at Rutgers business School, both highlight this dynamic.

King cites the Nike boycott of the 1990s as a triumphant example. “When I think of a prosperous boycott, the one that comes to mind is the Nike boycott in the 1990s,” King explains. “Activists went after Nike over labor conditions in its overseas factories, and nike was a strong target as it had such a visible brand.”

He continues, “Nike’s CEO, Phil knight, initially resisted, arguing that competitors were worse,” King says. “but activists knew that if Nike changed, others would follow.And that’s what happened — Nike improved its labor standards, and competitors like Adidas and Reebok had to do the same.” This boycott’s success stemmed from its focused objective. “Nike was just a good target,” King says. “Activists weren’t asking for broad, vague change—they had a clear goal, and that’s what made it effective.”

Barnett also referenced the 2023 Bud Light boycott, triggered by the brand’s partnership with trans influencer Dylan Mulvaney. Anheuser-Busch Inbev reported a 10.5% drop in sales following the campaign, according to the Associated Press.

Potential Impact of the February 28 Blackout

“I don’t think this is a fruitless effort,” says King, who plans to participate in the boycott on February 28 by patronizing only small, local businesses. “even if it doesn’t force corporate change,it helps build solidarity for future actions.”

Tho,King cautions that the boycott’s momentum could wane without a well-defined strategy. “If activists want real change,they need to focus on particular targets and have clear concessions they’re asking for,” he advises. “Too many targets dilute attention and make the tactic less effective.”