Feb 19, 2025 Story by: Editor
Americans are adjusting their shopping behaviors, with some even abandoning their preferred stores in response to corporations aligning their policies with the Trump administration, according to an exclusive poll shared with The Guardian.
A Harris poll found that four in ten Americans have altered their spending habits in recent months to reflect their personal values.
Additionally, 31% of respondents expressed a lack of interest in supporting the economy this year—a sentiment particularly strong among younger individuals (Gen Z: 37%), Black consumers (41% compared to 28% of white consumers), and Democratic shoppers (35% versus 29% of independents and 28% of Republicans).
Moreover, 24% of those surveyed reported ceasing to shop at their favorite stores due to political reasons. This trend was notably higher among Black consumers (35%), Gen Z shoppers (32%), and Democrats (31%).
Democrats were the most likely to change their spending habits, with 50% indicating they had done so, compared to 41% of Republicans and 40% of independents. Furthermore, 45% of Democrats stated they had stopped shopping at companies with political stances opposing their own, while 34% of Republicans reported doing the same.
This shift signals that liberal-minded consumers are increasingly using their purchasing power to respond to corporate political decisions.
One notable example is the backlash against Target, the seventh-largest retailer in the U.S., which has traditionally been well-regarded by liberal shoppers. In January, Target announced the discontinuation of certain diversity, equity, and inclusion (DEI) policies, including a program that facilitated the inclusion of more Black- and minority-owned brands in its stores. The company cited a desire to “stay more in step with the evolving external landscape” as the reason for the change. Following the announcement, social media users called for a boycott, and Twin Cities Pride—the organization behind Minneapolis’ annual Pride festival—dropped Target as a sponsor.
“What is more important is that we send the message that companies do the right thing,” Andi Otto, executive director of Twin Cities Pride, told the Minneapolis Star Tribune in January.
Historically, boycotts have tended to come from consumers whose political party is not in power. Under Joe Biden’s presidency, conservatives protested companies they deemed excessively “woke.” A notable instance was the backlash against Bud Light after the brand collaborated with transgender influencer Dylan Mulvaney on a sponsored social media post. The resulting boycott led to parent company Anheuser-Busch losing $395 million in subsequent months.
Now, with Donald Trump back in the White House, liberal consumers appear more inclined to push back against political shifts in the private sector.
Following Trump’s election victory, multiple companies announced they would scale back their DEI commitments—many of which had been implemented in response to the 2020 Black Lives Matter protests after George Floyd’s killing. While some firms had already been quietly rolling back DEI initiatives, particularly after the Supreme Court deemed affirmative action in higher education unconstitutional, the trend gained momentum after Trump took office. His campaign had explicitly promised to eliminate all DEI policies.
Walmart, for instance, declared it would phase out DEI initiatives, including supplier diversity programs and DEI training. Amazon stated it was “winding down outdated programs and materials” related to DEI. McDonald’s also announced the discontinuation of specific diversity targets for senior leadership. These companies largely cited the evolving legal landscape as a driving factor behind their decisions.
The extent of Trump’s influence on corporate DEI policies remains uncertain, but his administration has signaled its intent to restrict such initiatives. Trump signed two executive orders effectively dismantling DEI programs in federal agencies, including longstanding civil rights laws designed to prevent discrimination in selecting private contractors.
In response to these changes, civil rights activist and Baptist minister Rev. Al Sharpton announced in January that his organization, the National Action Network, would form a council to investigate companies that are abandoning DEI policies. By May, the council plans to select two companies for focused scrutiny. Sharpton emphasized the power of consumer choice in pushing back against these rollbacks.
“Donald Trump can’t make us buy your stuff. The Senate can’t make us buy your stuff,” Sharpton stated in a speech last month. “In the name of Dr. [Martin Luther King Jr.], we’re going to do what King did.”
Despite pressure from conservative shareholder activists, some companies remain committed to their DEI policies. Costco, Microsoft, and Apple have all indicated they do not intend to reduce their DEI initiatives.
This shifting corporate landscape has left many American consumers frustrated. The Harris poll revealed that 36% of Americans are attempting to “opt out” of the economy—cutting back on spending to avoid the complexities of corporate politics.
“Think of this as ‘laissez-faire consumerism.’ Buyers aren’t boycotting, they’re just opting out,” said John Gerzema, CEO of Harris Poll. “Instead of demanding more, they’re simply disengaging with the marketplace and businesses who disappoint them.” Source: The Guardian
