Copyright Newsweek
The grassroots economic activist group, The People’s Union USA, is calling for the boycott of four brands—Amazon, Target, Home Depot, and Kellogg’s—in November. Newsweek has reached out to these companies via email for comment. Why It Matters The November boycott—termed The November Business Blackouts—is the latest movement by the People’s Union USA, which has been organizing similar business blackouts since February 2025. The boycott campaigns aim to pressure big corporations to take corporate responsibility, reinstate diversity, equity, and inclusion (DEI) programs, and shift their influence on U.S. economic policy. Its mission is to help American families cope with the “crushing burden” of income tax, stop corporations from charging excessively high prices for goods or services, “restore fairness, equality, and dignity for every American,” and ultimately build communities that both protect against and expose corporate corruption, according to the website. What To Know The People’s Union USA, which is represented by its founder, John Schwarz, in a post on Instagram, is encouraging supporters to avoid spending at the following companies throughout November (which includes Black Friday and Cyber Week, running from November 28 to December 5): Amazon Target Home Depot Kellogg’s The People’s Union USA targeted Amazon earlier this year—twice—accusing it of exploiting workers, destroying small businesses, violating consumer privacy through extensive surveillance tools such as Ring and Alexa, and “feeding a system that no longer serves the people.” It also boycotted Target last month—as part of its October Blackout campaign—criticizing it for its decision to end several of its Diversity, equity, and inclusion (DEI) initiatives. Home improvement retailer, Home Depot, has also previously been on The People’s Union target list as Schwarz said it had "quietly erased their Diversity, Equity, and Inclusion page.” President Donald Trump had demanded that U.S. companies in the public and private sectors halt their DEI programs, calling them "dangerous, demeaning, and immoral." Although the group hasn’t previously boycotted Kellogg’s, there has been recent criticism made against CEO Gary Pilnick, after he suggested, during an interview with CNBC, that cereal for dinner was an affordable option. Which, with food costs rising, some interpreted as insensitive. What People Are Saying People's Union USA founder John Schwarz previously told Newsweek: "Our mission is simple: we want these corporations to start paying their fair share of taxes so the American people can finally be relieved of the burden of federal income tax." Schwarz also said in a video, previously shared on TikTok and Instagram in July, that The Home Depot has "Quietly erased their Diversity, Equity and Inclusion page, as if standing for fairness or for equality or for representation, was something to be ashamed of. That was a choice." A spokesperson for The Home Depot, previously shared a statement with Newsweek that said: "For over 45 years, our business success has been driven by our eight core values, including respect for all people and taking care of our people. We're proud to have a culture that welcomes everyone, and we believe it helps us achieve our business goals by supporting associates, building relationships and fostering innovation." Target CEO Brian Cornell, in an op-ed published by Essence in July, said: "Going forward, we remain focused on driving growth and opportunity, supporting small businesses, increasing access to education, and building the best team to serve the more than 2,000 communities where Target operates. This includes continuing to donate 5 percent of our profits to a range of organizations and activating our long-standing tradition of local volunteerism. This is the work we’ll continue to do. And we’ll do it, together." What Happens Next The boycott of Amazon, Target, Home Depot, and Kellogg’s is scheduled for the entire month of November.
