Today’s ‘economic blackout’ originated from an unexpected source, fueling Americans’ frustration.

In early February, John Schwarz, who describes himself as a mindfulness and meditation guide, suggested an idea for a 24-hour nationwide “economic blackout” targeting major retailers on the last day of the month. His plan encouraged people to refrain from shopping at large stores like Amazon and Walmart, urging them instead to support local businesses and focus only on essential items for one day.

Schwarz, who is also known on social media as “TheOneCalledJai,” expressed that people have been exploited by the current economic system. He talked to his followers, who number around 250,000 on platforms like Instagram and TikTok, saying, “On February 28, we are going to remind them who really holds the power. For one day, we turn it off.”

At 57 years old, Schwarz had previously mostly shared videos of himself offering motivational messages shot from his home or local places. He did not expect his call for a boycott to gain much attention. “I thought maybe a handful of my followers would do it,” he mentioned during a phone interview. However, his message quickly caught on, with his video being shared over 700,000 times on Instagram and reaching 8.5 million views. Prominent figures such as Stephen King and Bette Midler also voiced their support, helping to spread the word even further.

Experts on consumer boycotts are skeptical about whether this loosely organized blackout will effectively impact big companies like Amazon or the broader U.S. economy. They note that effective boycotts typically have clear goals and are well-structured, often targeting a specific company or issue. Regardless, the movement has gained significant traction online, resonating with many who feel frustrated with the state of the economy, the influence of corporations, and political matters.

People’s motivations for participating in this boycott vary widely. Some express frustration over rising living costs and corporate greed, while others are unhappy with certain political trends or the rollback of diversity and inclusion initiatives by large companies. In response to the growing interest, Schwarz created a group named The People’s Union, which he describes as a movement aimed at opposing corporate control and political corruption. He has managed to raise around $70,000 via a GoFundMe campaign to support various social initiatives and has hinted at future targeted boycotts against specific companies.

While the online response seems strongest from those leaning left politically, Schwarz himself does not strictly align with traditional political ideologies. He supports progressive causes but does not identify with a political party. His calls for action touch upon various issues, such as tax reform and healthcare access.

Despite the excitement surrounding the boycott, Schwarz noted that it reflects deep dissatisfaction within the populace. His campaign coincides with rising discontent over major retailers retracting efforts related to diversity and inclusion, particularly targeting companies like Target. For instance, after facing pressure from activists and the government, Target has scaled back on its diversity programs, which has angered some customers, particularly in the Black community.

A significant boycott against Target led by Rev. Jamal Bryant is also set to start in early March, where participants are encouraged to support Black-owned businesses instead. Amid these actions, some believe that efforts to punish retailers for stepping back from diversity initiatives will affect their sales. Data shows that growth in customer visits to Target has slowed noticeably compared to competitors who have maintained their DEI commitments.

Overall, while the current boycott and related protests provide a means for consumers to express dissatisfaction, history shows that boycotts can often be short-lived and may not cause lasting damage to the companies involved. Successful boycotts usually have specific goals and clear messaging, allowing them to pressure companies effectively.