After President Donald Trump scaled back federal diversity, equity and inclusion programs, and as he continues to carry out mass deportations, Latinos in the U.S. are marching in streets and state capitals — even shutting down a major highway — to reject the moves.
Now, they’re protesting with their wallets.
What is the Latino Freeze Movement?
The Latino Freeze Movement is a nationwide spending boycott, specifically targeting companies who have scaled back their policies on diversity, equity and inclusion (DEI). The movement started in late January, around the same time Trump signed an executive order ending federal DEI programs.
The movement gained popularity on social media platforms like TikTok, where users have shared expansive lists of companies that have slashed or scaled back their DEI initiatives, from grocery stores to retail shops to fast food chains.
DEI programs are intended to correct discriminatory practices within an organization. Some companies that scaled back their DEI programs in the past year include Target, Walmart, Lowe’s, McDonald’s, John Deere and Harley-Davidson.
The Latino Freeze Movement calls for consumers to hold and save their money, shopping only for essentials like food, rent, gas and medical care, while being selective about where they spend. Leaders of the movement suggest supporting local Black and Latino-owned small businesses and refraining from making major purchases that will contribute to the economy.
“Freeze the National Institute of Health? (NIH)? Freeze Diversity, Equity and Inclusion (DEI)? Freeze immigration in the United States? Latinos and Latinas stop spending money. Hold the line. We can all collectively make a big economic impact by simply holding and not spending our money. Starting NOW until they show us they care about our minority and immigrant populations,” the Latino Freeze website reads.
The movement has the potential to make a significant dent in the economy. Latinos make up about 20% of the U.S. population and the Latino GDP is the fifth largest in the world, reaching $3.7 trillion in 2022 — the highest amount since the figure was first tracked.
Latino Freeze has been co-signed by notable figures like activist Dolores Huerta and comedian and actor John Leguizamo.
“If you don’t respect our community, then you shouldn’t have our dollars,” Huerta told NBC Bay Area earlier this month.
Which companies are included in the boycott?
An Instagram page and website dedicated to the Latino Freeze Movement has become a source for Latinos and allies to decide where they want to spend their dollars.
Some brands and companies included in the movement’s “do not shop” list are Amazon, Target, Walmart, Hobby Lobby, Home Goods, Starbucks, Coca Cola and Baskin Robbins.
Companies the movement deems as safe to support due to their DEI commitments include: Costco, Trader Joe’s, Ben & Jerry’s, Ulta Beauty, Walgreens, H-E-B and Fiesta Mart.
Protests, spending freezes continue to surge
Along with the Latino Freeze, nationwide protests denouncing the Trump administration and billionaire Elon Musk have continued to take place under the 50501 movement, which stands for 50 states, 50 protests, one day.
For Presidents Day on Monday, protesters gathered in California, Minnesota, Michigan, Texas, Wisconsin, Indiana and more for an anti-Trump “Not My Presidents Day” rally.
A nationwide spending blackout is also planned for Friday, Feb. 28 to continue these protests, which Leguizmo supported and shared on social media.