A wave of full-shopping boycotts has taken hold in parts of Europe, with consumers in the Balkans leading the charge against skyrocketing grocery prices. Now, a movement in the U.S. is adopting a similar strategy—but for an entirely different reason.
European Consumers Push Back Against Rising Costs
Shoppers across the Balkans recently organized supermarket boycotts to protest soaring food prices and a worsening cost of living crisis. Under the leadership of the consumer rights organization Hello, Inspector, the campaign began in Croatia and swiftly expanded to Bosnia and Herzegovina, Montenegro, and Serbia.
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The boycott had an immediate impact. In Croatia alone, supermarket transactions dropped by 44%, and total sales plunged by 53%, according to tax authorities. In response, the Croatian government increased the number of price-capped essentials from 30 to 70. In an attempt to regain customers, grocery chains such as Kaufland and Konzum announced price reductions and frozen prices on a few products.
Even Montenegro's prime minister expressed support for the movement, stating that “as a citizen, I support such action.”
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A Different Kind of Boycott Emerges in the U.S.
While Europeans are protesting high prices, Latinos in the U.S. are using a similar tactic to push back against the Trump administration’s immigration policies and rollback of Diversity, Equity, and Inclusion programs. Calling for a stop to non-essential spending, the Latino Freeze Movement has urged Latinos to “hold the line” and refrain from patronizing American companies that they perceive to be failing immigrant communities.
Videos circulating on social media show Latinos rejecting American products, with one clip depicting a family pouring Coca-Cola KO and Starbucks SBUX down the drain in protest. The movement encourages consumers to swap U.S. products for Latin American alternatives while boycotting companies like Walmart WMT, McDonald's MCD, Tesla TSLA, and Home Depot HD.
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The Economic and Political Impact
Latinos contribute $3.7 trillion to the U.S. economy, making their collective GDP the fifth largest in the world. The movement argues that a spending freeze could send a strong message to corporations and policymakers alike.
“Latinos and Latinas, stop spending money. Hold the line. We can all collectively make a big impact by simply holding and not spending our money,” the Latino Freeze Movement urges on its website.
The boycott extends beyond consumer goods. Participants are encouraged to avoid big purchases, cancel subscriptions, and focus spending on businesses that support DEI and immigrant rights. Companies like Costco COST, Trader Joe’s, Apple AAPL, and Netflix NFLX are highlighted as supportive, while major brands like Coca-Cola face scrutiny over unverified claims of cooperation with immigration enforcement agencies.
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