Entrepreneur Cathay Dawkins had a bustling Friday afternoon, orchestrating a significant event that drew vendors and eager crowds lining up to purchase delicious food. As the CEO of Black Business Owners of Charlotte, Dawkins saw the nationwide boycott of large corporations as the perfect backdrop to launch this year's Black Food Truck Fridays. The event, hosted at Movement School Southwest, attracted thousands of attendees, showcasing the vibrant local food scene.
Dawkins expressed satisfaction at witnessing small business owners receive much-deserved attention during the event, especially in light of consumers voicing their concerns to major corporations. The impetus for the boycott stemmed from large retail companies scaling back their diversity, equity, and inclusion (DEI) practices following the inauguration of President Donald Trump. Dawkins firmly believes that the aim of the boycott is to impact big businesses, stating, “Sometimes they have to feel the sting to know that there’s something out there that’s impacting us all.” In addition to her role at Black Business Owners of Charlotte, Dawkins also chairs the Charlotte Mecklenburg Black Chamber of Commerce.
Dawkins founded Black Business Owners of Charlotte to empower Black entrepreneurs through initiatives like the food truck event, which is scheduled to occur every fourth Friday in 2025. The event featured an artist showcase, a vendor market, and business workshops, welcoming participants from all backgrounds and ethnicities. Dawkins emphasized that politicizing diversity affects everyone, including people of color, individuals with disabilities, the LGBTQ community, and women. “It harms us all when we politicize words like that and limit opportunities,” she asserted.
The boycott was initiated by a group called The People’s Union USA, which urged U.S. consumers to refrain from shopping at major retailers like Walmart, Best Buy, and Amazon for 24 hours on Friday as part of an “economic blackout.” This grassroots movement aims to disrupt the economy and convey a strong message to corporations and banks that prioritize profits over people. Their website stated, “If they don’t listen (they won’t), we make the next blackout longer (We will). This is our first action.” Participants were encouraged to avoid using debit or credit cards at major retailers, opting instead to support local businesses for essential goods.
One such local business, Beatties Ford Road Hardware in west Charlotte, experienced a surge in customers on Friday. The owners expressed their support for the boycott, highlighting the unfair advantages larger corporations receive through tax breaks and tariffs on imported goods. “It’s something that needs to be done,” they remarked, noting that diverse methods of advocacy are essential for their voices to be heard.
Despite the boycott, foot traffic remained steady at Walmart, Lowe’s, and Target locations in southwest Charlotte, indicating mixed responses from consumers. John Schwarz, the founder of The People’s Union USA, shared a motivational video on Instagram ahead of the boycott, urging people to participate. He articulated the frustrations many feel regarding rising prices, corporate greed, and tax breaks for billionaires while average citizens struggle to make ends meet.
The timing of the boycott coincided with significant economic concerns among Americans, many of whom feel their incomes are not keeping pace with inflation, according to a CBS survey. This is not the first instance of consumers calling for boycotts against major retailers since Trump began to challenge DEI initiatives across various sectors. Activists previously protested against Target after the retailer rolled back its diversity commitments.
Dawkins expressed hope that the boycott would prompt large companies to reconsider their stance on DEI or recognize mistakes made in their policies. She highlighted her previous support for Target, which had made commitments following the 2020 killing of George Floyd, an event that sparked widespread protests and calls for racial justice. “They got to feel this sting,” Dawkins emphasized, referring to the backlash companies face when they deviate from their stated values.
From a marketing and branding perspective, Dawkins noted the importance of social responsibility in building brand recognition. “If you go against what your brand has put out there, you are going to get backlash,” she asserted. Additionally, a movement known as No Buy 2025 gained traction on social media, particularly among Gen Z, encouraging consumers to refrain from purchasing luxury items and focus on necessities instead.
Schwarz stated that Friday’s boycott was about creating momentum, with plans for future boycotts, including one scheduled for April. “This is how we change the game,” he declared, emphasizing the need for collective action rather than waiting for political change. “Not by hoping they’ll do the right thing. But by finally taking action ourselves.”
This story was originally published on March 1, 2025, at 5:00 AM.
