The People’s Union USA has Called for an “Economic Blackout” of the Fast-Food Giant.
McDonald’s is facing growing backlash and a nationwide boycott this week after announcing it would scale back several of its diversity, equity, and inclusion (DEI) initiatives. The protest, launched by progressive grassroots group The People’s Union USA, comes in response to the fast-food chain’s January decision to abandon its targeted diversity goals and supplier-based DEI training programs.
The boycott, which began Tuesday and runs through next Monday, was announced as a coordinated “economic blackout.” “Let them feel it. Let them hear us. Let this be just the beginning,” said John Schwarz, founder of The People’s Union, in an Instagram post to the group’s 451,000 followers.
McDonald’s move to pull back on DEI came as Donald Trump returned to the White House and began dismantling federal diversity mandates with a series of executive orders. The fast-food giant cited the “evolving landscape around DEI” as its reason for eliminating internal diversity benchmarks for senior leadership and halting pressure on suppliers to diversify their own workforces.
Black Faith Leaders and Consumers Amplify Corporate Accountability
McDonald’s is not alone. Other major brands—including Target, Walmart, Amazon, Harley-Davidson, and John Deere—have also scaled back their DEI efforts in the wake of Trump’s return. But the response from communities of color has been swift and pointed.
In March, Black faith leaders led by Pastor Jamal-Harrison Bryant of New Birth Missionary Baptist Church organized a national boycott of Target after the retailer reversed DEI programs of its own. Target later reported notable losses, attributing some of the drop to declining sales among Black consumers and ongoing uncertainty tied to Trump’s new tariffs.
Schwarz says the McDonald’s boycott builds on that momentum, designed as a “show of strength, solidarity, and people-powered change.”
Long-Standing Ties to Black Communities in Jeopardy
The protest is particularly striking given McDonald’s historic relationship with Black communities. For decades, the company relied on Black franchise owners in communities of color, invested in recruitment initiatives for Black workers, and developed ad campaigns targeted at Black consumers. That legacy, activists argue, is now at odds with the company’s recent corporate retreat from DEI.
“McDonald’s grew with us,” said one community organizer. “Now they’re turning their backs when it matters most.”
Some Corporations Hold the Line on DEI
Despite mounting pressure from the Trump administration, some corporations have chosen not to abandon their DEI commitments. Delta Airlines and Costco have both publicly reaffirmed their support for inclusive hiring, training, and leadership pipelines.
As the boycott continues through the week, organizers say this won’t be the last action. “This is about holding billion-dollar companies accountable,” Schwarz said. “If they won’t stand for equity, we’ll show them the power of the people.”
