Home Depot Sparks Nationwide Boycott

Home Depot is standing firm after a fringe activist group launched a boycott over the company’s decision to step back from the controversial diversity, equity, and inclusion (DEI) agenda that many say has gone too far.

The “People’s Union USA,” a self-described nonpartisan economic resistance group with far-left leanings, is demanding Americans boycott Home Depot throughout the month of July. Their grievance? The company quietly removed its DEI web page—a move critics see as a quiet retreat from race-based hiring and political virtue signaling.

But Home Depot isn’t flinching.

“We’re proud to have a culture that welcomes everyone,” a spokesperson told Newsweek. “For over 45 years, our business success has been driven by our eight core values, including respect for all people and taking care of our people.”

DEI Backlash Grows

Since President Donald Trump returned to the White House in January, corporate America has faced increasing pressure to walk back divisive DEI initiatives—programs many conservatives argue prioritize political ideology over merit and equal treatment.

The Trump administration wasted no time signing executive orders targeting DEI programs across federal agencies and pushing back against corporate race-based hiring. In the private sector, several major brands—including McDonald’s, Walmart, and Meta—have already scaled back their initiatives in response to legal and political scrutiny.

Now, companies like Home Depot are adjusting their messaging. The retailer’s former DEI page has been replaced by “WeAreTHD,” a more neutral branding effort that promotes employee success and innovation—without the identity politics.

“We believe [our culture] helps us achieve our business goals by supporting associates, building relationships, and fostering innovation,” the Home Depot spokesperson added.

The Activist Behind the Boycott

The man leading the charge is John Schwartz, founder of the People’s Union USA. In a TikTok rant, Schwartz slammed Home Depot, Amazon, and Starbucks, accusing the companies of turning their backs on “justice.”

“We are boycotting Amazon, Starbucks and Home Depot for the entire month of July,” he said. “They erased their DEI pages like fairness or representation was something to be ashamed of. That was a choice.”

But critics say the choice is long overdue.

“DEI has become a Trojan horse for radical left-wing ideology,” said former business exec and conservative commentator Mark Davis. “Home Depot is doing what every company should be doing—focusing on performance, customers, and employees, not divisive quotas.”

A Symbol of Resistance or Common Sense?

The Home Depot boycott is unlikely to dent the $150 billion retail giant’s bottom line. But it does reflect a broader culture war playing out in the marketplace—between consumers tired of politicized corporations and progressive groups demanding ideological conformity.

Schwartz’s group has pledged to “shift our energy to small businesses and local shops,” but some experts question how practical that really is.

“These boycotts are performative,” said political analyst Jenna Walker. “You can’t rail against capitalism on TikTok while filming with an iPhone and sipping Starbucks.”

What’s Next?

The July boycott is just the latest in a series of skirmishes as Americans grow increasingly divided over what role corporations should play in social activism.

As one Georgia-based Home Depot employee put it:

“I come to work to help customers and earn a living. Not to be lectured about identity politics. Most of us are relieved that this company is getting back to basics.”

Whether more companies will follow Home Depot’s lead remains to be seen. But one thing is clear: the woke era in corporate America may finally be on its last legs.