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McDonald's faces boycott over DEI rollback: Who's protesting and when [USA TODAY]
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in a series of consumer actions from the grassroots advocacy group The People's Union USA. Led by John Schwarz, The People's Union began organizing “economic blackouts” in February motivated by the corporate rollback of diversity, equity and inclusion programs as well as other grievances. McDonald's was one of the corporations to roll back its DEI initiatives in January. Citing the “evolving landscape around DEI,” it stopped setting goals to increase diversity in senior leadership and ended a program that encouraged diversity among its suppliers. McDonald's chief people officer for the U.S. market Jordann Nunn in June told a human-resources conference that the company changed some of its DEI language “but at the core, none of our programming has changed.” Boycotts fight Trump war on DEI The backlash against DEI gained momentum during the 2024 presidential campaign but hit a fever pitch when President Donald Trump took office and issued a series of executive orders aimed at e
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