McDonald’s is the latest major company to face a nationwide boycott over changes to its diversity, equity and inclusion policies. A grassroots group is calling for an “economic blackout” starting June 24, urging consumers to stop spending at the fast-food chain in protest.
McDonald’s faces nationwide boycott over DEI changes
The People’s Union USA, led by John Schwarz, said the boycott is a show of solidarity aimed at driving community-centered change. On Instagram, Schwarz is now urging followers to avoid spending at McDonald’s through June 30, writing, “Let them hear us. Let this be just the beginning.”
President Donald Trump and his administration spent the first several months of his presidency breaking down DEI on a federal, educational and business level. Trump began with executive orders in January he said were meant to ensure equal opportunity for all Americans under existing civil rights protections.
McDonald’s updates its approach to inclusion
Shortly after, McDonald’s and several other companies rolled back prior commitments to DEI, including Walmart, Target and John Deere. McDonald’s said in January its commitment to inclusion remains a core value, even as it updates how those efforts are implemented across the company.
After a comprehensive review, McDonald’s said it made several changes in its approach to inclusion, including retiring formal representation goals, pausing external surveys and ending its supply chain’s DEI pledge. The company also renamed its diversity team to the Global Inclusion Team to better reflect its updated direction. McDonald’s said the focus now is on embedding inclusion into daily business practices while continuing to foster a workplace where everyone feels welcome.
The pushback against DEI programs has been growing nationwide, driven by political pressure, legal scrutiny and shifting public opinion. Many companies began reassessing their diversity strategies following the Supreme Court’s 2023 decision striking down affirmative action in college admissions. This ruling signaled a broader challenge to race-conscious policies in other industries, including the business sector.
Similar boycotts target other major companies
People’s Union USA has also spearheaded boycotts for Amazon, General Mills, Walmart and Nestle, in a similar move to others launched by civil rights and faith-based groups. A national boycott began on Feb. 1 against Target, timed to coincide with the start of Black History Month and led by civil rights groups in Minneapolis, where the company is headquartered.
Faith leaders also planned a 40-day boycott of Target starting March 5, organized through a website called targetfast.org. Target said these boycotts, paired with tariffs, resulted in the company enduring significant losses during the previous quarter, according to CNBC.
Meanwhile, Latino activists have launched #LatinoFreeze across social media, encouraging followers to pause spending in protest of DEI cutbacks, immigration policies and reduced public health funding.
