A grassroots effort launched on Instagram and TikTok is calling on people in the U.S. to forgo shopping at major retailers and instead patronize local mom and pop shops. The endeavor launched nationwide for 24 hours starting Friday, Feb. 28, with future dates planned.
John Schwarz, 57, the founder of The People’s Union USA, said in a video on Instagram and on TikTok that keeping money out of the pockets of major retailers is an act of “economic resistance” that sends a powerful message.
He said the influence of billionaires, big corporations, and both major political parties have negatively affected the lives of everyone living and working in the U.S. The boycott is also against corporations scaling back on diversity, equity and inclusion or DEI efforts.
The Trump administration eliminated DEI programs in two executive orders on Jan. 20 and Jan. 21. The ruling affects corporations as well as schools and colleges. The country’s schools and universities were given two weeks, with the deadline today, to abolish the programs.
Other boycotts by other groups have specifically targeted Target after the discount retailer announced in January it was rolling back its DEI initiatives.
A labor advocacy group We Are Somebody, led by Ohio State Sen. Nina Turner, launched a boycott of Target on Feb. 1 to coincide with Black History Month.
“Mega corporations have driven up prices, underpaid their workers, and outsourced jobs while raking in record profits. Banks and financial institutions have trapped generations in debt, inflating interest rates and making homeownership nearly impossible,” according to The People’s Union USA website.
With roughly 250,000 followers on Instagram and TikTok under his handle “TheOneCalledJai,” Schwarz appealed to Americans to go without shopping at Amazon, Walmart, and all other major retailers and fast-food companies for 24 hours except for essentials at local stores.
“Don’t do anything Friday. You can stay home. Don’t spend money, and that’s it. You’re taking part in something. And the other thing is if enough people really do this,” he said.
“There’s 340 million people in America. I’m not delusional. I’m pretty sure a whole lot of people are going to go shopping that day. But again, a whole lot of people aren’t,” Schwartz said in the video.
His Instagram post calling for the boycott has surpassed 29.8 million views. Celebrities like Stephen King, Bette Midler, Mark Ruffalo, and Melissa Gilbert have also encouraged people to participate. The movement launched a Go Fund Me page on Feb. 4 that drew 1.8K donations and has so far raised $85,637 of its $100,000 goal.
Thousands of people have shared social media posts about the movement, which is tracking to be a global demonstration of solidarity.
“100% of all donations go toward supporting our mission for change and unionizing the people,” according to the donation page.
About The People’s Union USA
The People’s Union is a movement taking action against corporate control, political corruption, and the economic system “designed to keep us struggling,” its website says.
“This is not a political party. This is a union of the people, fighting to reclaim our power. We refuse to take money from corporations, billionaires, or political insiders. Every dollar raised here comes from the people and will be used to fuel real change.
“Corporations have billions. Politicians have lobbyists. We have each other,” the website says in urging people to join the organization and forward the cause.”
About Founder John Schwartz
A father of three, Schwarz is a musician and meditation teacher who was born and raised in Queens, New York and now lives in the Chicago metropolitan area.
The boycott is only the beginning of a string of economic disruptions on the horizon for Schwarz and his Union members. The People’s Union is planning a week-long Amazon boycott starting March 7 through March 14. Other boycotts are planned targeting Nestle, General Mills, Target, Walmart, and McDonald’s.
