Dr. Mann Discusses National Boycotts Targeting Major Retailers Over DEI Rollbacks

Dr. Manveer Mann, Associate Professor in the Marketing department, was cited in an NJ.com article discussing the effectiveness of economic boycotts and their impact on consumer behavior. This article examines the “24-Hour Economic Blackout” that was organized by The People’s Union on February 28, 2025 to protest major companies including Target, Walmart, and Best Buy, for scaling back their diversity, equity, and inclusion (DEI) initiatives.

The boycott encouraged consumers to avoid spending at major retailers and instead support small, local businesses. The same group planned additional economic blackouts, including a boycott of Amazon from March 7-14. Nestlé from March 21 to 28, and most recently Walmart again from April 7 to 14. Another blackout can be anticipated for April 18 on General Mills.

Dr. Manveer Mann notes that while boycotts have occurred historically, broad economic blackouts like this are rare and hard to measure in terms of effectiveness. Research suggests that only a small, motivated segment of consumers usually participates, making large-scale impact uncertain. Ultimately, it remains to be seen whether this economic blackout will lead to meaningful change or be remembered as a symbolic gesture.