In early February, John Schwarz, a mindfulness and meditation coach, unexpectedly became the face of a growing consumer movement, CNN reports.
With no background in political activism, Schwarz called for a 24-hour “economic blackout” on February 28, urging people to avoid spending at major retailers like Amazon and Walmart. Instead, he encouraged consumers to support small businesses and focus only on essential purchases.
“The system has been designed to exploit us,” Schwarz, known online as “TheOneCalledJai,” said in a viral video to his 250,000 social media followers. “On February 28, we are going to remind them who really holds the power. For one day, we turn it off.”
What began as a modest call to action quickly gained momentum. Schwarz’s video has been viewed over 8.5 million times and shared more than 700,000 times on Instagram. Celebrities including Stephen King, Bette Midler, and Mark Ruffalo voiced support, and major media outlets covered the movement, amplifying its reach.
Although loosely organized and lacking clear demands, the boycott has resonated with a broad spectrum of Americans frustrated with corporate power, economic inequality, and the rising cost of living. Some participants see it as a protest against large corporations and billionaires, while others are motivated by concerns about political corruption, government policies, or corporate backtracking on diversity initiatives.
“There’s the sense that a lot of people want to do something,” said Lawrence Glickman, a historian at Cornell University who studies consumer activism. “This is a way of engaging in collective action outside of elections that makes people feel some connection and sense of potential power.”
In response to the overwhelming interest, Schwarz established “The People’s Union,” a movement aimed at addressing corporate influence and economic concerns. A newly launched website has struggled with traffic, but a GoFundMe campaign supporting the initiative has raised approximately $70,000. Schwarz has also announced plans for future, more targeted boycotts against specific companies.
The economic blackout coincides with another consumer movement, this time targeting companies that have retreated from their diversity, equity, and inclusion (DEI) policies. In particular, retail giant Target has faced backlash after scaling back hiring goals for minority employees and dissolving an executive committee focused on racial justice.
In response, Rev. Jamal Bryant of New Birth Missionary Baptist Church in Georgia has called for a 40-day boycott of Target, encouraging consumers to support Black-owned businesses instead. Meanwhile, data suggests that consumer visits to Target have declined more sharply than those to competitors like Walmart and Costco in recent weeks, though other economic factors may also play a role.
Historically, consumer boycotts have had mixed success. While some, like the right-wing boycott of Bud Light in 2023, have significantly impacted sales, many fade quickly as consumers revert to their usual habits.
Experts say the most effective boycotts tend to have clear goals and sustained pressure. For example, protests over Nike’s labor practices in the 1990s led to significant policy changes. Similarly, activism following the Parkland school shooting in 2018 led major companies to sever ties with the National Rifle Association.
“The more specific the reason to boycott, usually the more effective those boycotts have a chance of being,” Glickman noted. “Boycotts rarely cripple incredibly powerful companies, but they can put them on the defensive.”
