A significant shift in consumer behavior is underway in the United States, with a quarter of Americans ceasing to shop at their favorite stores due to changing political stances. This trend, highlighted by a Harris poll, reveals a growing discontent among consumers with companies perceived as aligning with former President Donald Trump. On February 28, many Americans are planning a boycott against major corporations, including Target, Amazon, and Walmart, as these companies have reportedly abandoned their diversity, equity, and inclusion (DEI) goals.
This planned "blackout" is not an isolated event. It reflects broader consumer dissatisfaction with companies perceived as compromising their values. Dozens of individuals have already canceled their Amazon Prime memberships in protest against the company's perceived support for Trump. Notably, last spring, 75% of American consumers held Amazon Prime memberships, amounting to approximately 180 million accounts, according to Bloomberg.
The discontent among consumers is palpable, with some opting to support local businesses instead of large corporations. Kim Wohlenhaus, for instance, has canceled her Prime membership, deleted her Meta accounts, and ceased shopping at Target. Erica Bradley has similarly stopped shopping at Target due to its evolving DEI policies.
“I just decided I don’t really need a lot of these things. Like I don’t need more clothes, I don’t really need more house decorations, which are things I used to spend a lot of money on,” said Bradley.
Lauren Bedson also took action by canceling her Amazon Prime membership after witnessing photos of Jeff Bezos with Trump and other tech moguls at the former president's inauguration. Bedson further expressed her displeasure by deleting her Meta accounts.
“I just couldn’t stand to see them so cowardly,” said Bedson.
The boycott extends beyond individual actions as a third of Americans attempt to "opt out" of the economy by reducing overall spending due to corporate political stances. Many companies that were previously passive or critical of Trump are now seeking to align with him, causing consumers to question their values and motivations. Notably, Target faced backlash for removing some of its Pride merchandise following conservative criticism. Similarly, Bud Light experienced a sales drop after sponsoring a social media post by a transgender influencer.
Wohlenhaus emphasized the importance of consumer values over products, reflecting a sentiment shared by many.
“You could really look in any direction and find something you dislike about the way corporations are caving to this administration,” she remarked.
“Hopefully if thousands of other families are doing what we’re doing, I think they’ll start to feel it,” she added.
“We don’t care about your products as much as we care about those values that we cherish.”
These sentiments underscore a growing movement among consumers determined to resist the influence of corporate capitalism in their communities. Around kitchen tables across the nation, families are making decisions about how best to express their opposition to Trump and corporate practices they perceive as compromising their values.