On March 1, 2025, Atlanta residents participated in a nationwide economic blackout aimed at protesting the rollback of diversity, equity, and inclusion (DEI) initiatives by major corporations and the federal government. Activist Joe Hymes articulated the sentiment of many participants, emphasizing the importance of supporting Black-owned businesses, stating, “The Black dollar does matter. ” The boycott, organized by The People’s Union USA, called for consumers to refrain from shopping at major retailers such as Amazon, Walmart, and Best Buy for a full 24 hours. Georgia’s NAACP President Gerald Griggs highlighted the need for consumers to redirect their investments towards companies that actively support DEI, referencing a list of compliant companies like Apple and Delta Airlines. While many individuals rallied in support of the boycott, a counter-protest emerged, with some shoppers expressing their intent to shop at the targeted businesses.

The article notes that the success of the blackout is still unclear, prompting organizers to consider extending it if their demands are not addressed. This event underscores the significant consumer power within the African American community and the ongoing struggle for equitable representation. As discussions around DEI continue to evolve, the actions taken during this blackout may influence future corporate policies.