A growing movement, known as the Latino Freeze, has sparked a wave of economic activism across the United States. This nonpartisan grassroots effort supports immigrant and Latino communities by urging consumers to boycott companies perceived to be unsupportive of minority and immigrant populations. The boycott serves as a response to government cuts initiated by former President Donald Trump and recent corporate actions by Elon Musk's "department of government efficiency" (Doge). Organized by the People's Union USA, the boycott quickly gained momentum on social media, with thousands sharing posts and related hashtags.
Lisa Rayner, a small business owner from Santa Fe, New Mexico, joined the boycott without hesitation. She expressed her discontent with recent government actions, stating, "horrified about what Elon Musk and Trump are doing together to destroy the US government." Rayner's participation highlights the boycott's personal impact, with her 82-year-old mother also taking part. Rayner reflected on her past involvement in similar economic protests, saying, "I've always participated in economic boycotts, like Buy Nothing Day, which goes back more than 25 years."
Eric Butcher, a support group leader for the Alpha-1 Foundation, also took part in the boycott during Rare Disease Day. Despite facing his own health challenges—Alpha-1 antitrypsin deficiency and Addison’s disease—Butcher emphasized the importance of collective action. He remarked that economic boycotts are "the only way that we can make folks understand that their decisions are affecting everyone."
The Latino Freeze movement maintains a targeted list of companies for consumers to avoid until they demonstrate support for minority and immigrant communities. This 24-hour protest on Friday aligns with other ongoing economic demonstrations, such as a boycott of Target organized by We Are Somebody, a labor advocacy group. This particular boycott began on February 1st to coincide with Black History Month, following Target's reduction of its diversity, equity, and inclusion (DEI) initiatives.
Participants are using their wallets to express dissatisfaction with both government policies and corporate actions. By refraining from spending at certain companies, they aim to send a powerful message of solidarity and resistance. The People's Union USA described February 28th as "a symbolic start to economic resistance," marking a day when individuals can show corporations and politicians that consumer power drives the economy.
Hundreds have responded to a Guardian questionnaire, detailing their decisions to refrain from shopping at specific stores and companies. The boycott represents a unified effort to challenge systemic issues and encourage reflection among consumers. Rayner encapsulated this sentiment by stating, "Maybe it gives them time to reflect on how to live their lives differently as citizens rather than consumers and to feel like, yes, we can do it. We can cooperate, and we can beat them."