The Economic Blackout That Shook America: How One Man’s Call for Change Sparked a Movement
In the era of digital activism and viral movements, an unlikely figure has emerged as the face of a nationwide economic rebellion. John Schwarz, a self-described mindfulness and meditation facilitator, unknowingly ignited a firestorm of discontent when he proposed a 24-hour “economic blackout” against corporate giants like Amazon, Walmart, and fast-food chains. What began as a simple call to action on social media has now become a rallying cry for millions of Americans frustrated with the country’s economic and political landscape.
A Whisper That Became a Roar
Schwarz, who goes by “TheOneCalledJai” on Instagram and TikTok, had never envisioned himself as a revolutionary. At 57, his social media presence was mostly centered around inspirational messages, personal growth, and mindfulness tips. But in early February, he uploaded a video urging people to withhold their spending from major corporations for one day—February 28. Instead, he encouraged consumers to support small businesses and prioritize only essential purchases.
“The system has been designed to exploit us,” Schwarz declared passionately in his viral post. “On February 28, we are going to remind them who really holds the power. For one day, we turn it off.”
He expected minimal traction—perhaps a handful of followers participating. Instead, the internet erupted.
The Spark That Set the Internet Ablaze
Within days, Schwarz’s message had been shared over 700,000 times on Instagram and amassed a staggering 8.5 million views. Celebrities like Stephen King, Bette Midler, and Mark Ruffalo lent their voices to the movement, amplifying the message. News outlets picked up the story, sending it into an unstoppable orbit of influence.
Suddenly, the idea of a one-day economic rebellion wasn’t just a niche protest—it was a phenomenon. Protests outside major chain stores were organized, and grassroots movements sprang up overnight. Social media feeds flooded with the hashtag #EconomicBlackout, and consumers shared screenshots of canceled Amazon orders and alternative shopping plans.
Rage Against the Machine: Why America Resonated With the Boycott
Schwarz’s economic blackout wasn’t meticulously planned, nor was it backed by any official political group. It had no well-structured demands, no grand strategy. Yet, it tapped into a raw, widespread frustration brewing across the nation.
For some, it was about soaring prices and an unrelenting cost of living crisis. Others saw it as a pushback against corporate greed and billionaires hoarding wealth. There were those angered by the rollback of diversity, equity, and inclusion (DEI) policies in major companies. And some viewed it as a strike against political corruption and a growing fear of autocracy.
“There’s a sense that a lot of people want to do something,” said Lawrence Glickman, a historian at Cornell University. “This is a way of engaging in a form of collective action outside of the electoral arena that makes people feel some connection and sense of potential power.”
The Birth of ‘The People’s Union’
Scrambling to meet the unexpected demand for leadership, Schwarz quickly formed a group—The People’s Union. According to its new website (which struggles to stay online due to high traffic), it is “a movement created by the people, for the people to take action against corporate control, political corruption, and the economic system.”
To fuel the movement, Schwarz launched a GoFundMe page, raising over $70,000 in mere days. His next move? More targeted boycotts, zeroing in on companies like Amazon and Walmart in the coming weeks. He even teased plans for a monthly day of economic resistance, aiming to create a long-term shift in consumer spending habits.
While Walmart declined to comment, Amazon remained silent in response to inquiries.
A Parallel Revolt: The Backlash Against Target
Coinciding with Schwarz’s call to action was a more coordinated effort to punish corporations backtracking on DEI initiatives. Among the biggest targets? Retail giant Target.
In recent months, many Fortune 500 companies have scaled back their diversity programs due to pressure from conservative activists and threats from the Trump administration. But no company has faced the wrath quite like Target.
Target, once a poster child for corporate progressivism, had been a vocal supporter of DEI programs after the murder of George Floyd in 2020. It built a reputation as an LGBTQ-friendly employer and championed hiring goals for minority employees. But in a swift reversal, the company recently eliminated those hiring goals and dissolved an executive committee dedicated to racial justice.
The move sparked outrage. Prominent voices, including Rev. Jamal Bryant of New Birth Missionary Baptist Church in Georgia, have since called for a 40-day boycott of Target starting March 5, aligning with the beginning of Lent. Participants are encouraged to shift their purchasing power to Black-owned businesses.
The Power of Consumer Revolt—Can It Last?
The question remains: Can these boycotts create lasting change?
History suggests that while consumer activism can grab headlines and temporarily shake corporations, sustaining momentum is difficult.
“It’s very difficult to sustain anything longer than a few weeks,” said Young Hou, a marketing professor at the University of Virginia. Consumers often revert to their usual routines, and companies weather the storm by waiting it out. Sometimes, boycotts even trigger counter-backlashes, with opposing consumers rallying behind the targeted brands.
But there have been exceptions. The Bud Light boycott of 2023, driven by conservative outrage over a partnership with transgender influencer Dylan Mulvaney, slashed the company’s sales by $1.4 billion. Nike, pressured by college campus protests in the 1990s, was forced to reform labor conditions in its overseas factories. After the 2018 Parkland school shooting, activists successfully pressured Delta, Avis, and other brands to sever ties with the NRA.
Meanwhile, The People’s Union continues to organize. Schwarz has hinted at a more aggressive strategy, including the possibility of “buycotts”—where consumers shift their money to businesses that uphold ethical and social values. Supporters are also pushing for local governments to recognize these movements and implement policy changes that favor small businesses and consumer rights.
A New Chapter in Consumer Activism?
As February 28 arrives, all eyes will be on whether America’s economic blackout delivers a powerful message or fades into the background like many boycotts before it.
But one thing is clear: The fire of discontent has been lit, and movements like The People’s Union are determined to fan the flames. Across the country, local businesses have reported increased foot traffic, and social media is flooded with testimonials from individuals pledging long-term commitments to mindful consumerism.
Whether this is the start of a new era of consumer activism or a momentary ripple in the corporate ocean, John Schwarz—once just a mindfulness coach with a smartphone—has already etched his name into the ever-evolving story of American protest. And for many, this is just the beginning.
