Boycott Lists Get Longer. America Freaks the Fuck Out.

Everything is terrible. But we get back up.

I’m an American, and I’m freaking the fuck out.

Don’t get me wrong, we’re doing a lot of resisting. We’re connecting with each other. We’re connecting with people in other parts of the world who reject fascism. We’re refusing to spend our money with companies that obey in advance or go back on their inclusive policies.

But the boycott lists keep getting longer.

Last week, I mentioned the Kroger strike on Substack Notes. Someone replied, “Oh great. Another company I have to boycott.”

Yep.

Also, now that Pam Bondi is the new Attorney General, she has instructed the Department of Justice (DOJ) to file lawsuits against companies that continue to use DEI language.

So, the pressure is on and getting more expensive for companies to resist. And everything is getting more expensive due to tariffs and bird flu.

Fuck, right?

Yes. Absolutely.

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This new administration wants to take from the working class. They are trying to push many into poverty and give everything back to corporations and the top 1%.

But some companies are still like, "Hell no."

Here’s who they are:

Apple
Costco
e.l.f. Beauty
American Airlines
Delta
Goldman Sachs
Deutsche Bank
Microsoft
Pinterest

Bigger companies with deeper pockets and more lawyers have more pull to stand firm. DEI is good for business, and that’s what these companies are highlighting.

“Our latest analysis shows that companies with greater diversity on their boards of directors are more likely to outperform financially.” - McKinsey

But a lot more companies are caving.

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Coca-Cola was rumored to have turned in their own employees to ICE agents, and the public was not having it. This went viral online but has yet to be confirmed.

Target has seen a huge backlash after it pulled back from its DEI commitments. Customers quickly boycotted it. Now, its own shareholders are suing.

REI signed a letter in “strong support” of the new Secretary of the Department of the Interior, Doug Burgum. Customers are big mad.

During Burgum’s hearing for secretary, he said, “he viewed America's public lands and waters as part of the country's financial ‘balance sheet,’ and advocated for extracting potentially trillions of dollars worth of oil, gas, and minerals via mining and drilling.”

I’m crying. You crying yet?

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It’s a lot. Keeping up with the changes and court rulings and vilifying everyone who isn’t white is crushing.

But we will not be crushed.

We will get back up, dust ourselves off, and keep going.

We will support companies who value every person in America and boycott the others. Because without us they cannot thrive. They rely on our dollars. They’re going to need them, too. Because Canada and Mexico have already said they won’t buy American.

We can keep freaking out. But we need to be smart about it, too.

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Kit Campoy is an accomplished retail expert and author. She leverages her two decades of leadership experience to inform and inspire.