Consumers are rallying to speak through their wallets – or lack of spending – as a way to protest the retreat by some companies from diversity, equity and inclusion initiatives and President Trump’s actions to eliminate federal DEI programs since taking office. They are calling on consumers to boycott specific retailers and for one day later this month, to refrain from spending any money at all.

Numerous social media accounts are sharing the message of a 24-hour consumer spending blackout planned for Feb. 28. Consumers are encouraged not to spend money in stores or online for the day and if they have emergencies or essentials they need, they are encouraged to support a local small business.

It is unclear which organization started the Feb. 28 blackout, but several Instagram posts by a group called The People’s Union and its founder, who goes by the Instagram handle “TheOneCalledJai” have been reshared and circulated about the Feb. 28 one-day blackout.