The Latest One Day Boycott Of Target In Iowa Could Backfire

Groups of consumers are calling for a one-day boycott of places like Target, Walmart, and Amazon on February 28.  While the boycott more than likely won't do much to hurt these giant companies financially, the groups are looking to raise awareness of the reason why they are planning the boycott.

While this might work in certain parts of the country other areas across America, including Iowa, could see the opposite effect.

Boycotts Can Work Against Major Companies

It's been proven that boycotts can work.  Anheuser-Busch lost an estimated $1 billion dollars when consumers boycotted them over using transgender influencer Dylan Mulaney to endorse the beer.

Target has seen plenty of boycotts before.  In July of 2023 after its Pride Month collection caused an uproar people called for a boycott which cost Target billions in stock value.

Why Are People Calling For A Boycott Of Target And Others?

The online push for consumers to boycott comes from the recent changes to diversity, equity, and inclusion, or DEI, policy

Since taking office, President Donald Trump has taken action to eliminate federal DEI programs and has ordered investigations into DEI programs of private companies.  Now companies like Target and others (listed below) are changing their DEI policy.

Because of these changes, an online movement for the one-day boycott has been trending on social media.  The Instagram page "theonecalledjai" has been sparking the movement.

Get our free mobile app

"We are going to remind them who has the power. For one day, we turn it off for one day. We shut it down for one day. We remind them that this country does not belong to the elite, it belongs to the people, and this will work." says John Schwarz the man behind the movement.

Schwarz says, "If enough of us participate, they will feel it and if they don't listen, we escalate."

But will they listen?  Or will the boycott do the opposite?

Will The Boycott Work or Backfire?

If enough people boycott anything long enough it can have an impact.  See above for the But Light and Target boycotts.  One day isn't going to make an economic difference but it will spread the word about why they are trying to get these companies to change.

However, the people that forced change to Bud Light and Target, are on the opposite political spectrum behind the reason for this boycott.  So those people are more likely to continue to shop at these locations to support the reduction of DEI programs.

Companies that have been named in the boycotts are:

• Tesla
• Google
• Meta
• In-n-Out
• Home Depot
• Chick-fil-A
• Hobby Lobby
• Target
• Walmart
• Amazon

Brayden King, a professor of management and organizations at Northwestern University's Kellogg School of Management told USA Today,

The boycotts create attention for the cause, including from the media, which "puts a negative spotlight on the companies they're boycotting, and that could in the long run have reputational consequences.

King is correct, they do create attention, for both those in favor of the current DEI policy and those against it.  In more conservative places, like Iowa, it could actually backfire and help the companies.

View this post on Instagram

A post shared by The One Called Jai (@theonecalledjai)

If you are out shopping on February 28, take a look around and see if this online push has any impact.