LOS ANGELES – McDonald’s is the latest company facing a consumer boycott as backlash grows over corporate rollbacks of diversity, equity, and inclusion (DEI) initiatives. The protest, organized by grassroots group The People’s Union USA, begins June 24—adding pressure to a fast-food giant already struggling with declining sales and frustrated customers.

Why McDonald’s?

The boycott follows the company’s decision earlier this year to abandon measurable DEI goals, including a supplier diversity program. McDonald’s claims its commitment remains unchanged, but critics argue the moves signal a retreat from real progress.

"They’ve shown time and time again that profit matters more than people," said John Schwarz, founder of The People’s Union, citing concerns over pricing, labor practices, and marketing tactics. "Their DEI efforts feel more like PR than systemic change."

The Bigger Picture

Since 2025, when the federal government began targeting "illegal DEI" policies, major corporations—from Bud Light to Target—have faced backlash for scaling back diversity initiatives. While conservative-led boycotts have dominated headlines, this protest reflects a growing pro-DEI countermovement, with Black churches and civil rights groups leveraging economic pressure.

Will It Hurt McDonald’s?

The financial impact is unclear, but Target’s recent sales dip—linked to DEI-related boycotts—suggests consumer activism can leave a mark. McDonald’s, already reporting its steepest U.S. sales drop since 2020, now faces another challenge: convincing customers it’s worth their dollars in an era of high prices and heightened scrutiny.

What’s Next?

As political battles over DEI intensify, companies are caught in the middle—risking backlash no matter which path they take. For McDonald’s, the coming weeks will test whether its brand can weather the storm—or if consumers will demand more than just cheap burgers in return for their loyalty.