CLEVELAND HEIGHTS – Thousands of social media posts are calling on Americans to participate in a nationwide economic boycott. Tonya Horn is one of these boycotters. 

“I've been doing DEI work before it was called DEI,” Horn said. “So I'm very passionate about the work that I do, not only at work but also in my community.”

What You Need To Know

  • A growing list of companies are cutting back or eliminating their diversity, equity and inclusion programs

  • These changes come after U.S. President Donald Trump signed an executive order rolling back on DEI initiatives, calling them illegal

  • Posts on social media are calling on people across the country to avoid buying items from Amazon, Walmart, Target and other major corporations choosing to cut DEI policies

Horn said her journey into activism began several decades ago and has deep roots in her families’ history.

“My mom was so instrumental in who I am today,” she said. “She really instilled a lot of empowerment in me as a Black woman. I think she knew back in the 60s and 70s what I would face as a Black girl.”

Today, Horn said her dollars will only be spent on Black-owned businesses and women-owned businesses if needed. 

These cuts in diversity, equity and inclusion initiatives at major corporations are in response to President Donald Trump’s Executive order, “Ending Racial and Wasteful Government DEI Programs." The order declares that the US government is committed “to serving every person with equal dignity and respect, and to expending precious taxpayer resources only on making America great.”

But, not all Americans agree with this vision.

“‘Make America Great Again’ is saying, let's turn it back to the 60s,” Horn said. “ …It's something that I would have never, ever thought that I would see in my lifetime, and I think a lot of people feel the same way.”

Among other corporate giants, Target, Amazon and Walmart have notably scaled back DEI policies; Target announced it is making changes to its “Belonging at the Bullseye Program,” while an Amazon employee said they’re eliminating outdated program, and Walmart confirmed it wouldn’t be renewing its commitment for an equity racial center.

While some boycotters say every cent counts, economic experts say consumers’ withheld purchases are only a drop in the bucket of companies’ yearly revenue.

Jonathan Ernest is an assistant professor in the Department of Economics at the Weatherhead School of Management at Case Western Reserve University. He said wide-scale boycotts like today typically have a small-scale economic impact.

“The overall outcome isn't necessarily to cause a really large economic impact for that particular company with one day of limited spending, but rather to, draw attention to the policies and try to shift things,” he said.

In the long-run, Ernest said these boycotts could leave a more permanent mark if they become part of a routine.

“These sorts of boycotts would have more of an impact on a particular company if people were fully shifting that spending away from that company for a prolonged period of time, if not sort of permanently,” Ernest said.

Still, Horn said their efforts don’t begin or end with today, and they will continue fighting for the cause.

“I see it as a way for us to close our Black History Month with a bang, to let these corporations know and let the administration know that we will not be stopped, that we have power,” Horn said. “They’re where they are at because we put them there in terms of our vote, and so it's important for them to know it's bigger than just today."

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