In today’s dynamic, stressful economic conditions, many U.S. consumers are signaling their disinclination to spend. Consumer confidence measures are suffering steep declines, and even shoppers who might once have bragged about their conspicuous consumption habits are now considering the potential appeal of anti-consumption movements.

Nicknamed “The Great Rejection,” such spending trends can take different forms, from small changes in habits to radical alterations. Thus, some consumers simply avoid little luxuries; instead of a coffee and a cake pop, they only grab coffee on their daily Starbucks run. In addition, shifts from more expensive toward more affordable retail options are evident. Even among members of relatively wealthy classes, the appeal of bargain stores like Aldi and Walmart have increased. Both retailers have reported increased traffic in recent months.

Going even further, growing numbers of people are rejecting consumer culture more fully and concretely. “No buy” challenges have trended across social media, such as No Buy 2025, which calls on consumers to pledge to eliminate any nonessential purchases for the year. Anecdotal reports by participants in past years indicate that an average person might passively save around $10,000. Such an experiment also offers the promise of helping people reconsider their relationship with debt.

Beyond the individual level, The People’s Union USA, which gained a national attention in 2025, has called for and organized widespread consumption boycotts on specific days. Participants are encouraged to refrain from any physical or e-commerce purchases on those days, but if they cannot avoid making necessary purchases, the organization calls on them to shop only small and local suppliers. Its well-attended economic blackout on February 28 featured protests of specific companies whose policies consumers might challenge, including Target, Walmart, and Amazon. More date announcements and boycott calls continue to be promoted by the organization.

The leadership behind the group is quick to clarify that its goals are not limited to or focused on any specific politicians, political parties, or retailers. Rather, The People’s Union USA considers its activism a logical reaction to broader feelings of discontent with the current economic system, among people as a whole. Nor is the idea of boycotts to spark change anything new. A majority of shoppers report that they avoid companies on the basis of moral or ethical stances. Nearly two-thirds of respondents to one survey explained that they have stopped frequenting firms with which they sense ideological differences.

Such movements represent a compelling and inevitable challenge for retailers. But widespread social change takes time, and participation can be fickle. For anti-consumption trends to produce meaningful results, participation must be widespread and consistent, which might not be likely if and when conditions in the wider economy change. 

Discussion Questions

1. What lessons can retailers take from boycotts?
2. How can small, local, or progressive firms leverage anti-consumption movements to appeal to consumers?

Sources: Chloe Berger, “Americans Rebel Against Inflation and Overconsumption with ‘No Buy’ Challenges in 2025,” Fortune, February 4, 2025; Greg Petro, “The Great Rejection: What Happens When Consumer Frustration Boils Over,” Forbes, March 13, 2025; Nate Delesline III, “Economic Blackout Urges US Consumers to Avoid Purchases Friday,” February 28, 2025.