As the United States marks the 250th anniversary of its founding, the spirit of boycotts that helped fuel the American Revolution is alive and well. In 2025, consumer protests against major corporations like Target, Walmart, and Tesla demonstrated the enduring power of nonviolent economic action.
Target faced boycotts after rolling back diversity, equity, and inclusion commitments, leading to layoffs, decreased sales, and falling stock prices. Walmart warned investors of the impact from boycotts, while Tesla’s sales and stock plunged amid protests over Elon Musk’s political role. Even McDonald’s acknowledged significant effects from the Boycott, Divestment and Sanctions movement over Israel’s actions in Palestine.
In contrast, Costco, praised for maintaining its DEI commitments, reported a 7% net sales increase in April year-on-year. This highlights how boycotts can reward companies that align with consumer values.
To build on this momentum, experts suggest three strategies: fostering community identity through collective action, creating alternative institutions to replace boycotted goods and services, and sustaining participation and morale. Historical examples, from colonial spinning bees to Montgomery bus boycott carpools, show how such tactics strengthen movements.
As boycotts continue into 2026, the lesson from 2025 is clear: consumer power, when organised, can drive significant corporate and political change.
