Charleston, South Carolina — As Americans smash spending records this holiday weekend, a grassroots protest called “We Ain’t Buying It” is encouraging people to keep their wallets closed.
The campaign targets companies like Home Depot, Target, and Amazon that have reduced diversity, equity, and inclusion (DEI) activities.
According to Kristy Kenny of Indivisible Charleston, “Our hope is that the millions of people who usually shop on Black Friday or Cyber Monday will hold back.”
Organizers are pushing consumers to stop purchases, cancel subscriptions, and shift monies to local companies. Kenny said, “Taking your $10 a month and perhaps sending it to your local food bank — that’s a better use of those funds.”
Despite Americans spent more than $11.8 billion online this Black Friday, organizers remain optimistic.
Kenny stressed, “People believe that if it doesn’t result in a significant outcome, it’s not worth it – but if we keep doing it, it snowballs. It grows larger.”
The protest intends to send a message to enterprises that are “bending the knee to this authoritarian regime,” encouraging consumers to spend time with their families or support businesses that retain DEI policy.
The protest goes from Black Friday to Cyber Monday.
