【Pilar Coll】

If you've been on Pilar Collsocial media the past few days, you've likely seen a barrage of Instagram infographics urging you to keep your wallet in your pocket on Friday, Feb. 28.

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The People's Union USA spearheaded the national boycott in what it calls an "economic blackout." The grassroots organization is boycotting companies rolling back their diversity, equity, and inclusion (DEI) initiatives. Notably, much of the protest saw huge pushes on social media platforms, including Meta's Instagram, which recently rescinded its DEI initiatives.

These are the rules, according to The People's Union USA's website (it is not very complex):

• Do not make any purchases

• Do not shop online, or in-store

• No Amazon, No Walmart, No Best Buy

• Nowhere!

The blackout encourages people not to spend money on fast food, gas, or any major retailers, and, generally, not to use their credit or debit cards. According to the site, you can shop for necessities, like food, medicine, or emergency supplies. "If you must spend, ONLY support small, local businesses," the site reads. And try to pay in cash where you can.

While it may initially seem impressive, the lack of specific demands and the presence of a planned end date make it challenging to assess whether the boycott was truly successful. Additionally, companies may not feel much financial pressure to participate, as their revenue is likely to rebound within 24 hours. Nonetheless, Brayden King, a professor at Northwestern University’s Kellogg School of Management who studies boycotts and activism, told TODAY.com that this isn’t a "fruitless effort." He explained, "even if it doesn’t force corporate change, it helps build solidarity for future actions." However, without a clear success strategy, the boycott risks losing momentum.

"If activists want real change, they need to focus on particular targets and have clear concessions they’re asking for," he told the news outlet. "Too many targets dilute attention and make the tactic less effective."

This isn't the end of boycotts for The People's Union USA. A second 24-hour economic blackout is planned for March 28, a third for April 18, and four week-long boycotts of specific companies, including Amazon from March 7 to March 14, Nestlé from March 21 to 28, Walmart from April 7 to April 13, and General Mills from April 21 to April 27.

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