📰 BS Khabar 24 News Special Report
McDonald’s Faces Boycott Over DEI Rollback: Who’s Protesting and Why It Matters
📅 June 24, 2025 | 🖋️ By BS Khabar 24 News
Where is the beef? Currently, at McDonald’s.
America’s famous golden arches are being criticised once more, but this time it’s about policy rather than hamburgers or fries. Today, June 24, marks the formal start of a nationwide McDonald’s boycott spearheaded by the grassroots advocacy organisation The People’s Union USA. The fast-food giant’s decision to reduce its Diversity, Equity, and Inclusion (DEI) programs earlier this year has sparked debate, controversy, and customer action, which is the main focus of the protest.
⚠️ What Sparked the Boycott?
In January 2025, McDonald’s made headlines when it quietly announced it would roll back key elements of its DEI framework. Among the most notable changes were:
- No more diversity goals for senior leadership hiring.
- Ending a mentoring program that fostered career growth for underrepresented groups.
- Shifting DEI messaging from public-facing to internal-only communication.
The company’s grounds for retreating were “the evolving landscape around DEI” and growing legal challenges. However, detractors claim that it is a part of a larger backlash against corporate responsibility at a time when inclusivity is still important.
🗣️ Who’s Behind the Boycott?
The People’s Union USA, a grassroots consumer advocacy organisation founded in 2023, is leading the call to action. Activism is nothing new to its creator, John Schwarz. Since February, the group has spearheaded a number of “economic blackouts” to put pressure on businesses to fulfil “the promises they made to the American people.”
According to Schwarz, the purpose of this boycott is accountability.
“America is diverse, but McDonald’s built its reputation as America’s restaurant.” Reversing DEI is equivalent to reversing advancement. At a recent news briefing, Schwarz declared, “We will not tolerate it.”
📍 What’s Happening on June 24?
The boycott is not just a social media trend — it’s an organized event:
- Protesters are gathering in front of major McDonald’s locations across cities including Chicago, Los Angeles, Atlanta, and New York.
- Social campaigns using hashtags like #BoycottMcDonalds and #HoldTheHate are trending on X (formerly Twitter), TikTok, and Instagram.
- Supporters are encouraged not to spend a dollar at McDonald’s for at least a week — some say the boycott may last longer if demands aren’t met.
A peaceful demonstration featuring speeches, live music, and community leaders speaking out about racial fairness and corporate ethics is anticipated in Chicago, the location of McDonald’s global headquarters.
🌍 A National Movement Gaining Ground
It’s not just the People’s Union USA. Numerous labour unions, student-led coalitions, and civil rights organisations have joined the boycott. Some are comparing current strikes against digital and fast fashion firms to previous consumer actions, such as the Montgomery Bus Boycott.
According to analysts, this movement represents a growing backlash against what some perceive to be businesses renouncing their social justice responsibilities once public pressure subsided.
Businesses post Black Lives Matter on their websites when it’s popular. They cut the connection when it becomes politically awkward or legally complex, according to Dr. Rachel Cortez, a Howard University corporate ethics expert.
🍔 What’s McDonald’s Saying?
McDonald’s has reacted carefully thus far. The business reiterated its dedication to “respecting all people, customers, and employees” in a succinct statement, adding that it is still working to create an inclusive workplace.
“Our core values have not changed, even though we have updated some policies to reflect operational and legal realities,” the statement said.
📈 Could This Impact Business?
While McDonald’s is a corporate giant, it is not immune to consumer sentiment. Past boycotts of major brands have led to:
- Sales dips, especially in urban and progressive-leaning areas.
- Stock price volatility, depending on media coverage and public response.
- Reputational damage, particularly among Gen Z and Millennial customers who prioritize social justice.
Experts note that McDonald’s could lose millions if the boycott gains traction — especially if it stretches beyond a few days.
🔚 Final Thoughts: More Than Just Burgers
There is more to this boycott than McDonald’s. It concerns the growing conflict between the public’s desire for accountability and corporate America. Advocacy groups are retaliating loudly and strategically when some businesses discreetly withdraw their DEI pledges in response to pressure or legal threats.
It remains to be seen if McDonald’s changes its position. One thing is certain, though: the discussion over corporate responsibility in 2025 is still going strong.
📌 For more grassroots updates, business insights, and trending news stories, keep following BS Khabar 24 News.
