Activist Groups Launch 'Latino Freeze' Boycott Against Retailers Over DEI Rollbacks

A coordinated boycott, dubbed the 'Latino Freeze,' is gaining momentum among activist groups in response to major retailers like Target, Walmart, and Amazon rolling back their diversity, equity, and inclusion (DEI) initiatives. Led by prominent figures such as Dolores Huerta and John Leguizamo, the movement encourages Latinos to halt spending at these corporations, emphasizing that their $3.5 trillion buying power can significantly impact these companies' revenues. The boycott is set to kick off with a 24-hour economic blackout on February 28, followed by a week-long boycott of Amazon starting March 7. Activists argue that this collective action is necessary to send a clear message against the dismissal of DEI efforts and to assert their economic influence. Dr. Caroline Chen from San Jose State University noted that for the boycott to be effective, it would need to last longer than just a few days. Participants are being urged to support small businesses instead, reinforcing the idea that the economic power lies with the consumers.