Grassroots Action: McDonald Boycott Launches June 24
A new McDonald boycott is set to begin June 24, organized by The People’s Union USA under John Schwarz. This protest follows McDonald’s decision in January to roll back diversity, equity, and inclusion initiatives. Schwarz and supporters plan an “economic blackout” targeting the fast-food chain, marking the latest effort in a series of consumer actions against companies perceived to backtrack on DEI promises.
Background: McDonald’s DEI Rollback and Company Response
McDonald’s cited the “evolving landscape around DEI” when it stopped setting goals to increase diversity in senior leadership and ended a supplier diversity program. At a human-resources conference in June, McDonald’s chief people officer for the U.S., Jordann Nunn, stated that while some DEI language changed, “at the core, none of our programming has changed.” Despite this assurance, grassroots activists remain unconvinced, prompting the McDonald boycott.
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DEI Backlash and Broader Context
The backlash against DEI gained momentum during the 2024 presidential campaign and intensified when President Donald Trump issued executive orders aiming to eliminate “illegal DEI” in government and the private sector. As mainstream parties debate their response, pro-DEI consumers have become a frontline defense. Activists have drawn lessons from prior anti-DEI campaigns against brands like Bud Light and Target, using boycotts and social media to exert pressure.
Impact on Other Companies: Lessons Learned
Target attributed a sharp pullback in first-quarter consumer spending partly to protests after scaling back diversity policies. Placer.ai data showed declining foot traffic for four straight months. Though exact financial effects remain unclear, brands acknowledge reputational risks. The McDonald boycott follows this pattern, aiming to signal that DEI rollbacks may hurt sales and public image.
McDonald’s Sales Decline and Timing of Boycott
The McDonald boycott arrives at a challenging time for McDonald’s U.S. business. First-quarter sales fell sharply—the biggest drop since the 2020 COVID-19 peak—despite price hikes and promotional efforts. CEO Chris Kempczinski acknowledged consumers were “grappling with uncertainty” but expressed optimism about navigating tough market conditions. McDonald’s did not respond to requests for comment on the boycott, leaving its next steps unclear as activists prepare to mobilize.
Reasons Behind the McDonald Boycott
John Schwarz listed five reasons for targeting McDonald’s on Instagram: profit prioritized over people, from price gouging to tax issues; inequality in pay; exploitative advertising; and DEI efforts viewed as promotional stunts rather than genuine change. Schwarz told USA TODAY, “We’re done funding companies that pretend to stand for something while doing nothing.” These grievances form the core message driving the McDonald boycott.
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Upcoming Economic Blackouts and Further Protests
The People’s Union USA has shared a schedule of future boycotts against major retailers and chains:
- July 4: Economic blackout
- July 1–31: Boycott of Starbucks, Amazon, and Home Depot
- August 1–31: Boycott of Walmart, McDonald’s, and Lowe’s
Activists aim to sustain pressure through consecutive campaigns, hoping companies reconsider policy rollbacks and address broader social concerns.
What to Watch as the McDonald Boycott Unfolds
Consumers and industry observers will track whether the McDonald boycott gains traction in stores and online. With McDonald’s facing economic headwinds already, even modest declines in foot traffic or sales could prompt internal discussions. Activists see this as an opportunity to highlight DEI commitments and corporate accountability. Whether the chain adjusts its stance or messaging remains to be seen, but the boycott signals a new phase in consumer-driven advocacy.
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