The People’s Union USA has launched an “economic blackout” by urging consumers to boycott McDonald’s from June 24 to June 30, claiming its rollback of diversity, equity, and inclusion policies signals corporate hypocrisy with far-reaching consequences.
At a Glance
- The People’s Union USA, led by John Schwarz, calls for a week-long McDonald’s boycott beginning June 24 due to rollbacks of DEI initiatives
- Schwarz also cites issues like tax avoidance, price gouging, and worker exploitation in his Instagram appeal
- McDonald’s reported a 3.6% drop in U.S. same-store sales in Q1—its steepest decline since 2020
- The group previously targeted Walmart, Target, and Amazon with mixed success; Target admitted revenue declines tied to a similar boycott
- The movement also plans broader “Economic Blackouts” on July 4 and during July and August against major corporations
DEI Rollbacks Spark Consumer Revolt
In January, McDonald’s quietly rolled back several DEI programs—eliminating hiring representation goals, cutting supplier diversity training, and renaming its Diversity Team to the Global Inclusion Team. As Barron’s reports, critics argue this signals a retreat from previous commitments.
In response, John Schwarz emphasized on Instagram: “This is about more than burgers and fries… When we unite and hit corporations in their wallets, they listen,” according to the Houston Chronicle.
This boycott mirrors earlier economic resistance efforts, including February’s 24-hour “Economic Blackout Tour” and a 40-day Target protest that preceded noticeable sales declines.
Could This Hit McDonald’s Hard?
McDonald’s has already posted declining traffic and earnings—a 3.6% drop in U.S. guest counts and a 1% slump in global comparable sales during Q1, as Barron’s notes. Analysts warn that another negative quarter could further impact investor sentiment, especially given the brand’s currently high valuation.
Still, consumer boycotts face challenges: prior 24-hour blackouts showed little measurable impact, though extended multi-week efforts like the Target boycott did contribute to revenue declines, according to the New York Post.
What’s Next For The Movement?
The People’s Union USA isn’t stopping here—broader “Economic Blackouts” are scheduled: Starbucks, Amazon, and Home Depot in July; Walmart, McDonald’s, and Lowe’s in August; and a symbolic blackout on July 4, reports the Houston Chronicle.
Whether this sustained pressure forces corporate change or remains largely symbolic will depend on consumer participation—and on whether McDonald’s chooses to respond.
