Black consumers and their allies plan to make a national statement with their dollars.
On Friday, Feb. 28, a National Blackout Day is planned. During this day, individuals nationwide will protest companies that they contend are disrespecting Black people and others negatively impacted by the companies Amazon, Target, Walmart, McDonald’s and others that have chosen to end their DEI initiatives.
“This is a nationwide Blackout just to demonstrate the economic power from our community to show that you’re not going to play in our face,” said Dr. Otis Moss III, pastor of Chicago’s Trinity United Church of Christ, the former church home of President Barack Obama.
What is the Blackout
Reverend Al Sharpton, founder of the National Action Network, was one of the national leaders who called for this “Blackout.” The assignment for participants is to refrain from making any purchases online or in-store from businesses that aren’t verified Black-owned.
A communication issued by Sharpton also reads, “No Amazon. No Walmart. No Best Buy. No McDonald’s and other fast food stores… No gas. No major retailers. Do not use credit or debit cards for non-essential spending… If you must spend, only support small local businesses.”
Several companies had previously sworn to commitments of conscience and values to push DEI efforts in the wake of the 2020 murder of George Floyd. However, with President Donald Trump’s declaration to end all DEI efforts, several corporations chose to moonwalk away from those pro-DEI decisions of conscience and values.
National Blackout Day is a response from U.S. consumers who feel played by corporations. But truth be told, several businesses that ended their DEI efforts, Target and Walmart included, are already feeling the heat of huge sales drop-offs, worrying shareholders.
Though many Black people are interpreting the Blackout as a Blacks-only effort, there are countless individuals and organizations of other races and ethnicities who have signed on and are leading the call for participation in their communities.
Interestingly, but probably not surprisingly, since over 90% of local news stations are owned by highly conservative and right-wing, pre-coverage of the event has been somewhere between dismissive and outright negative.
Still, some stations are taking a more respectful approach to coverage of the effort.
And before the scheduled Feb. 18 National Blackout, Pastor Jamal Bryant called for a 40-day fast from Target.
The message
National Blackout Day participants seek to ensure those corporations get the message if they haven’t already.
“I’m participating because we live in a society that only responds when their money is threatened,” said Houstonian Dola Young. “Furthermore, a Blackout day is an indication that we are serious and willing to go further than one day. Lesson learned from the Montgomery Bus boycott.”
“I’m participating as a show of unity with the Black community who this current administration and several white corporations are disrespecting and actively harming with their anti-DEI vilification,” said Dr. Jawanza Clark. “They are choosing white mediocrity over a celebration of the greatness that is embracing our racial and gender diversity.”
Ft. Bend County resident DeeDee LaShore said, “Outside of our actual vote, this is the only power we actually have and can exercise freely, at this point, so, participating is a must.”
Additional day
Though National Blackout Day is scheduled for Friday, Feb. 28, depending on who you talk to, this protest is actually slated for two days.
Moss is calling his congregation and others “who believe in the idea of a flourishing democracy” to use Feb. 27 and 28 to send a message.
“Do not place your dollars with any corporate entity on the 27th and the 28th. If you need to fill up your car with gas, you need to do it on the 26th,” Moss said on Feb. 25. “Only purchase Black-owned and local.”
Moss’s congregation is being asked to extend the boycott on both days, but especially on Feb. 28.
“Do not utilize social media on the 28th. Now, I know that’s going to be like a withdrawal symptom for those who are addicted to it. But it is Silicon Valley, from the Jeff Bezos to the Mark Zuckerbergs to the Peter Thiels, who are financing what we are seeing across this nation,” said Moss.
He pointed out that when people go on social media, those companies (Meta, Twitter, etc) track users to determine the algorithms that dictate the information they’re fed.
“But if we are not utilizing it they will see a downturn in usage,” added Moss, who suggested using the phone to call people as an alternative to social media.
Moss, whose church, along with hundreds of others, started their boycott of Target, Walmart and Starbucks specifically weeks ago, said “Target has seen a revolt of its shareholders.”
“[Target] shareholders want a specific meeting with the board of directors because it has affected their shares. [They have] plummeted as a result of what’s been happening,” said Moss. “The second bit of news is that Walmart witnessed the lowest returns that it has seen in over a year since this has been announced.”
