Last Friday, on February 28th, a nationwide consumer protest known as the Economic Blackout aimed to challenge rising prices, corporate greed, and perceived unfavorable economic policies. The protest also addressed concerns over recent rollbacks of diversity, equity, and inclusion (DEI) initiatives by corporations following policy changes under President Trump. Companies like Target and Walmart had reduced their DEI commitments, prompting public outcry and contributing to the boycott’s momentum.

Activist groups and some media outlets urged consumers to halt all non-essential spending for 24 hours.

A newly formed civic group called The People’s Union USA is behind the blackout. It describes itself as a grassroots organization. The effort is spearheaded by John Schwarz, a parent from the northeastern United States who has been actively promoting the consumer protest across social media channels, where it gained significant traction.

This organization declares no political affiliations. Its stated focus is on “fairness, economic justice, and real systemic change.”

Bizrate Insights surveyed 544 shoppers to explore consumer sentiment. This report explores the key findings of the survey, examining the awareness, participation rates, motivations, and overall impact of this economic protest.

We will analyze the data to understand the nuances of this event, providing insights into the demographics and motivations of those who participated.

Awareness and Participation Rates: A Detailed Breakdown

  • Limited Awareness Across the Population:
    • Only 33% of respondents were aware of the February 28th “Economic Blackout” event.
    • 67% had not heard of the boycott, indicating limited reach.
  • Participation Was Relatively Low:
    • Only 15% of respondents actively participated.
    • 18% were aware but chose not to participate.
    • Half of those aware took part, while the other half did not.
  • Gender Differences in Awareness and Participation:
    • Awareness levels were similar across genders.
    • Women were slightly more likely to participate than men.
    • Women had a higher conversion rate into action.
  • Age Variations in Awareness and Participation:
    • Younger adults (18-24) had the lowest awareness and participation.
    • Mid-age and older groups (30s-50s) had higher awareness.
    • Senior citizens (65+) were the most active participants.

How People Participated in the Boycott: Actions and Behaviors

  • Not Shopping That Day: 80% of participants refrained from shopping.
  • Total Spending Freeze: 39% avoided all spending.
  • Targeted Boycotts: 29% avoided specific brands.
  • Spreading the Word: 45% encouraged others to participate.
  • Social Media Activism: 28% posted about the boycott online.

Motivations for Participating: Why People Took Action

  • Supporting Social Justice: 54% cited social justice as a reason.
  • Raising Awareness of Inequality: 52% joined to highlight economic disparity.
  • Influencing Corporate Behavior: 51% hoped to impact company policies.
  • Expressing Political Beliefs: 45% saw it as a political statement.
  • Protesting Specific Companies: 44% targeted particular brands.

Notable Impacts and Takeaways: Analyzing the Results

  • Economic Impact: The blackout had a limited effect, with only 15% participating.
  • Retail analysts reported no significant drop in sales on February 28th.

Bottom line? The Economic Blackout showed promise as a grassroots movement but did not reach critical mass. Only a third of people knew about it, and just 15% participated. However, committed participants took multiple actions beyond avoiding shopping. With better organization and outreach, similar protests may have a bigger impact in the future.