McDonald’s just landed in the crosshairs. A nationwide boycott is coming. And it isn’t just about fries or price hikes. It’s a broader rebellion. One rooted in broken promises, vanishing diversity goals, and a deep sense of betrayal. A storm is brewing, and it’s not from the kitchen.
At the heart of it is a protest from The People’s Union USA. A grassroots group that’s taken issue with McDonald’s shift away from diversity, equity, and inclusion (DEI) commitments. Their boycott kicks off June 24. But this isn’t just about what the company stopped doing. It’s about what that decision says. Especially when working-class communities and consumers of color feel increasingly ignored.
McDonald faces new backlash as activist-led boycott starts June 24
This latest move by The People’s Union didn’t come out of nowhere. The group’s leader, John Schwarz, called out McDonald’s for slashing its DEI goals. Ditching supplier diversity, and keeping quiet while leadership changed course. “We’re boycotting McDonald’s because they’ve shown time and time again that profit matters more than people,” Schwarz said. His accusations don’t stop there. Tax dodging, inflated prices, and performative marketing also made the list. For Schwarz and his supporters, McDonald’s crossed a line.
McDonald’s is facing boycott calls from Americans across the country, here’s why https://t.co/Qtm43aZxFI
— Financial Express (@FinancialXpress) June 24, 2025
The situation is even more complicated. McDonald’s isn’t the only brand walking back DEI policies. Since President Trump’s return to office, federal pressure has pushed many companies to scale down or reword inclusion programs. While some corporations caved to conservative boycotts. Think Bud Light and Target. This time it’s the reverse. Black churches, civil rights leaders, and progressive groups are turning their dollars into protest tools.
McDonald’s now finds itself caught in a tug-of-war between two cultural factions. And no middle lane.
Financial damage? Too early to tell. But the signs aren’t good. Target saw store visits shrink. McDonald’s just posted its worst U.S. sales dip since 2020. CEO Chris Kempczinski blamed “uncertainty,” but that was before this boycott even began. What’s clear. The battle over DEI is no longer limited to boardrooms. It’s being fought at the counter. And McDonald’s just became the latest battleground.
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