McDonald’s Faces Boycott Over DEI Rollbacks, Pricing, and Equity Concerns

A grassroots group is calling for a boycott of McDonald’s beginning Monday, citing the fast-food giant’s rollback of diversity, equity and inclusion programs and broader economic concerns.

According to USA TODAY, the campaign, led by advocacy group The People’s Union USA, is part of what organizers call a series of “economic blackouts.” Group leader John Schwarz said the effort targets corporations that have, in his view, prioritized profit over people.

“We’re boycotting McDonald’s because they’ve shown time and time again that profit matters more than people,” Schwarz told USA TODAY. “Their DEI efforts feel more like promotional stunts than real systemic change. We’re done funding companies that pretend to stand for something while doing nothing.”

McDonald’s began scaling back its DEI initiatives in January, citing an “evolving landscape.” The company ended diversity goals for senior leadership and shut down a program promoting supplier diversity. Still, U.S. Chief People Officer Jordann Nunn said in June that the company’s DEI “programming has not changed at its core.”

The backlash against corporate DEI initiatives gained steam during the 2024 presidential race and intensified after President Donald Trump issued executive orders targeting “illegal DEI” in both the public and private sectors.

Faith-based groups and community activists have responded by pressuring companies through targeted boycotts. Similar actions have previously affected brands like Bud Light and Target.

Target recently reported its own diversity policy changes contributed to a drop in consumer spending, though it could not quantify the impact. Foot traffic declined for four consecutive months, according to data from Placer.ai.

McDonald’s boycott arrives as the company grapples with falling sales. U.S. revenue dropped sharply in the first quarter—its steepest decline since the onset of the COVID-19 pandemic—despite promotional efforts and menu changes.

CEO Chris Kempczinski acknowledged economic uncertainty but expressed confidence in the company’s resilience.

McDonald’s declined to comment directly on the boycott but said in a statement it was “disappointed to see misleading claims” and reaffirmed its “commitment to inclusion.”

The People’s Union is also promoting boycotts of Starbucks, Amazon, Home Depot, Walmart and Lowe’s throughout the summer.