Consumers are planning a spending blackout of select major corporations on Friday, February 28, in protest of President Trump's targeting of diversity, equity, and inclusion (DEI) initiatives. Earlier this week Citigroup (C) and PepsiCo (PEP) became the latest companies to roll back their corporate DEI initiatives, while Apple (AAPL) shareholders voted to reject a proposal to scrap its DEI program.
University of Michigan Ross School of Business marketing professor Marcus Collins comes on Wealth for a conversation on consumer protests and the "empowering agency" of independent businesses selling directly to consumers, circumnavigating to sell through a retailer
"This is about ideological congruence, and it only makes change when it actually has a consequence. And in this country that's based in capitalism, that consequence has to be through commerce," the author of The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be lays out.
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This post was written by Luke Carberry Mogan.