McDonald’s Faces Boycott Over DEI Policy Rollback
McDonald’s is facing significant backlash from customers following its decision to roll back certain diversity, equity, and inclusion (DEI) policies. This decision has led to a boycott organized by The People’s Union USA, a grassroots organization led by John Schwarz, set to begin on June 24, 2025. The protest, referred to as the “McDonald’s Blackout,” will run through June 30.
Background of the Boycott
In January, McDonald’s announced it would no longer pursue aspirational representational goals for hiring and promotions, stop participating in external workplace surveys, and rename its Diversity Team to the Global Inclusion Team. The company also ended its Supply Chain’s Mutual Commitment to DEI pledge. These changes sparked a backlash from various advocacy groups, including The People’s Union USA, which accuses McDonald’s of practicing performative DEI and prioritizing profit over people.
The group aims to target corporations through economic resistance—a strategy focusing on boycotting to hold companies accountable for their policies. In an Instagram post, The People’s Union described McDonald’s actions as “backward, regressive, and dangerous,” stating that DEI initiatives should not be abandoned.
Further Actions Against Major Corporations
This boycott is part of a larger movement targeting various corporations, including Walmart, Amazon, and Starbucks, many of which have scaled back or eliminated DEI policies following significant public pressure. The People’s Union has promised more boycotts in July and August.
McDonald’s Response
While McDonald’s claims its core DEI programs remain intact, including corporate affinity groups and public demographic reporting, some executives have admitted that their changes were more about adjusting language than scaling back their initiatives. Jordann Nunn, McDonald’s Chief Field People Officer, emphasized that the company still upholds its values but acknowledged some changes to its approach.
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The Economic Impact
McDonald’s has already seen a dip in sales, with global sales down 1% and U.S. sales falling by 3.6% in the first quarter of 2025. The company has noted that lower-income Americans have reduced their fast-food spending, and some attribute this trend to the public response to their DEI policy rollbacks.
McDonald’s now joins a growing list of companies facing economic consequences for altering their diversity policies, as the public increasingly demands greater corporate responsibility.
The People’s Union is committed to economic resistance, using their wallets to force corporate accountability. For McDonald’s, the impact of the Blackout could be significant, potentially leading to further scrutiny of the company’s future policies and actions.
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- https://www.foxbusiness.com/media/mcdonalds-faces-economic-resistance-after-rolling-back-dei-policies
- https://www.azcentral.com/story/entertainment/life/2025/06/23/mcdonalds-boycott-2025/84286657007
- https://www.yahoo.com/news/massive-boycott-popular-fast-food-020352088.html
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