FACTRAGE – A grassroots “economic blackout” campaign targeting McDonald’s has gained momentum with endorsements from high-profile celebrities, turning a consumer rights protest into a cultural event.

• The Movement – A group called The People’s Union USA is organizing a week-long boycott of McDonald’s, starting June 24, citing grievances over price gouging, corporate accountability, and fair taxes.
• Star Power – Prominent figures including author Stephen King, actor John Leguizamo, and actress Bette Midler have publicly backed the boycott, amplifying its message to a wider audience.
• Corporate Context – The boycott comes as McDonald’s faces scrutiny for a 40% average price increase since 2019, two consecutive quarters of sales declines, and a recent rollback of its diversity and inclusion initiatives.

A call to skip the Big Mac for a week is gaining notable traction, moving from activist circles to the mainstream social media feeds of A-list celebrities. Organized by The People’s Union USA, a group advocating for “economic resistance,” the planned boycott of McDonald’s is the latest in a series of actions against major corporations. What makes this effort different, however, is the chorus of famous voices lending their support.

What is the “Economic Blackout” and Who Is Behind It?

The boycott is the latest initiative from The People’s Union USA and its leader, John Schwarz. The group describes itself as a grassroots movement aimed at achieving “corporate accountability, and real justice for the working class.” The week-long protest against McDonald’s, scheduled from June 24 through June 30, demands “fair taxes, an end to price gouging, real equality, and corporate accountability.”

The organization has previously targeted other corporate giants like Walmart, Target, and Amazon with similar “economic blackout” calls, with what experts describe as mixed results. While a previous boycott against Amazon had a negligible impact on its earnings, a 40-day boycott against Target, led by a megachurch pastor, was more fruitful, with the company acknowledging that customer backlash to its policy changes contributed to a drop in sales.

Questions have been raised about the group’s leader, John Schwarz. According to a New York Times report, Schwarz was sentenced to 90 days in jail in 2007 for disseminating voyeuristic material, a charge to which he entered an Alford plea, where a defendant does not admit guilt but acknowledges prosecutors have enough evidence for a conviction.

Why Are Activists and Celebrities Targeting McDonald’s?

The grievances against the Golden Arches are multi-faceted. Activists and consumers point to a significant hike in menu prices, which have climbed approximately 40% since 2019. This has led to accusations of “price gouging,” a claim echoed by Democratic senators in a letter last fall. The senators noted that McDonald’s net annual income surged by over 79% to nearly $8.5 billion between 2020 and 2023, suggesting price increases have outpaced inflation. McDonald’s has denied the allegations, stating that its franchisees set prices with an emphasis on value.

The boycott also coincides with a delicate period for the fast-food chain. It has reported two straight quarters of declining sales as lower-income customers pull back on spending. Furthermore, in January, McDonald’s scaled back some of its diversity, equity, and inclusion (DEI) programs, a move made by several other corporations. The company ended specific DEI targets for suppliers, stopped participating in external corporate diversity surveys, and renamed its diversity team to the “Global Inclusion Team.”

What Does Celebrity Endorsement Mean for the Boycott?

The involvement of figures like Stephen King, John Leguizamo, and Bette Midler provides a significant signal boost that grassroots movements often struggle to achieve. Why is this cause, in particular, resonating with them?

The narrative of a public stand against a massive, globally recognized corporation over issues of fairness and affordability is a compelling one. For celebrities who often align themselves with populist causes, the McDonald’s boycott offers a clear-cut story of Main Street versus a corporate giant. The movement’s focus on “price gouging” and “corporate accountability” taps into a widespread public sentiment of economic anxiety, making it a relatable issue for their millions of followers. By lending their platforms, these celebrities transform an organized consumer protest into a trending topic, forcing a broader cultural conversation about corporate responsibility and the power of collective action.