What happens when a major retailer quietly scrubs its diversity, equity, and inclusion (DEI) page from its website? For Home Depot, it sparked a monthlong boycott led by the People’s Union USA, a grassroots group known for championing economic resistance and corporate accountability. This July, their message is clear: shift spending away from big-box stores and toward small businesses that, in their words, “actually care.”
John Schwartz, founder of the People’s Union USA, didn’t mince words in his viral video: “We the people have had and seen enough. So this July, we make a different kind of noise. We stop shopping with them, we stop funding the systems that don’t serve us. And we shift our energy to small businesses, to local shops, to the people who actually care. Because we are the economy.” (via Newsweek)
This isn’t just about Home Depot. It’s part of a broader wave of consumer-led boycotts sweeping the country as companies like Amazon, Starbucks, Walmart, and McDonald’s have scaled back or rebranded their DEI programs in the wake of political pressure and the post-2024 election climate. The People’s Union USA has mapped out a summer of activism: July is for Amazon, Starbucks, and Home Depot, with August targeting Walmart, McDonald’s, and Lowe’s.
So, what’s driving this movement? The rollback of DEI initiatives isn’t happening in a vacuum. After President Trump’s return to office, a series of executive orders and mounting legal threats pushed both public and private sectors to rethink or even eliminate DEI programs. Companies like Home Depot have replaced explicit DEI language with broader messaging—think “WeAreTHD,” which emphasizes a welcoming culture but sidesteps direct references to diversity or equity. As their spokesperson told Newsweek, “We’re proud to have a culture that welcomes everyone,” but the specifics have become less visible.
This shift isn’t isolated. Retailers like Target, Walmart, and Lowe’s have faced similar scrutiny and consumer pushback. Target’s experience is especially telling: after scaling back its DEI efforts, the company saw foot traffic decline for eleven straight weeks, with net sales falling short of projections. CEO Brian Cornell met with civil rights leaders and recommitted to supporting Black-owned businesses, but the financial hit was real—Play Pits founder Chantel Powell reported a 30% drop in Target store sales for her brand, though direct online sales rose as shoppers became more intentional about their spending choices. (Target’s DEI Rollback Continues to Impact Sales)
The big question: Do boycotts actually work? The answer is nuanced. Research from Kellogg School of Management found that while boycotts can spark temporary dips in sales or reputation, the impact is often short-lived—unless the movement is sustained and widely adopted. Sometimes, “buycotts” (counter-campaigns encouraging supporters to shop more) can even offset the effect of a boycott, leading to a short-term sales boost. But as Anna Tuchman’s research highlights, these effects usually fade within weeks, and long-term change depends on persistent, organized consumer action.
For socially conscious shoppers, the new playbook isn’t just about boycotting—it’s about redirecting dollars with intention. As Maurice Schweitzer from Wharton points out, conglomeration makes it tricky: “There are so many sister brands… it’s actually, in practice, much more complicated than just not drinking that brand of beer if you’re trying to have an impact.” (Boycotts aren’t the only way to hold companies accountable) That’s why the People’s Union USA emphasizes supporting local businesses and disengaging from the entire ecosystem of targeted corporations.
For companies, the lesson is clear: DEI communications must be authentic, transparent, and backed by real action. Experts recommend that brands align their messaging with concrete commitments, share progress openly, and invite feedback from employees and customers alike. As Pulsely’s guide notes, “Everything communicates—even silence.” When companies swap out specific DEI language for generic culture statements, it risks eroding trust and credibility among both employees and the public.
McKinsey’s research shows that companies with diverse leadership outperform their peers, and Pew data reveals that 56% of U.S. workers see increasing DEI at work as a good thing. Yet, a gap persists between stated goals and real progress, often because of unclear communication or lack of follow-through.
As the summer of boycotts unfolds, the real power may lie not just in protest, but in the everyday choices of conscious consumers—and in the willingness of companies to engage, listen, and lead with purpose.
