DEI initiatives never valued diversity over merit. They were never about checking boxes or filling quotas. I’m not sure how so many came to define them that way. Perhaps, especially in ultra-liberal Seattle, the discussion sometimes went a little too far, but the swift and severe backlash surprised many.

A report from data firm Placer.ai — which measures, among other things, foot traffic using cell phone data — finds that Target Corp.’s foot traffic fell 8.6% the week after it announced a comprehensive rollback of its diversity initiatives. Issaquah-based Costco, on the other hand, reaffirmed its commitment and realized a 5.6% increase. The state of the economy most certainly played a part in that, but a groundswell is just beginning to gain momentum.

Consider the upcoming slew of economic boycotts organized by People’s Union USA, a grassroots movement not affiliated with any political party. The first, officially called “The 24-hour Economic Blackout,” begins Thursday, Feb. 27 at midnight and ends at midnight Feb. 28. The goal is to avoid making any purchases for 24 hours, including with major retailers and corporations. Any necessary spending should be done at small, locally owned businesses.

That’s just the beginning. Here’s an upcoming schedule of boycotts aimed at individual companies who have very publicly rolled back DEI initiatives:

• Amazon: March 7-14 (includes Whole Foods and Prime).
• Nestle: March 21-28.
• Walmart: April 7-13.
• General Mills: April 21-28.
• Two more nationwide blackouts are set for March 28 and April 18.

Another, separate blackout is aimed at Target during the 40 days of Lent, which begins April 5.

People’s Union USA, launched in 2020, says on its website that “we are not fighting for better wages at a single job. We are fighting for a fundamental shift in power.” The nonprofit is also establishing a legal foundation, organizing membership drives, launching funding strategies and developing economic and legislative campaigns.

I’m reminded of that memorable quote from writer Aldous Huxley’s brilliant masterpiece, Brave New World. “The greater part of the population is not very intelligent, dreads responsibility, and desires nothing better than to be told what to do. Provided the rulers do not interfere with its material comforts and its cherished beliefs, it is perfectly happy to let itself be ruled.”

That’s just one reason I’m participating in all these boycotts. Let’s stop hate and corruption in its tracks, while making a statement and showing solidarity with a cause.

It’s up to all of us.