Impact
In The Community
The Latino Freeze Movement is attempting to shake up the economy with a bold message and protest: if corporations won’t stand by Diversity, Equity, and Inclusion (DEI), Latino consumers won’t stand by them. Leveraging the collective buying power of the Latino community in the U.S., which is expected to exceed $2.5 trillion in 2025—with their GDP also reaching an estimated $3.7 trillion and considered the fifth-largest in the world—the movement seeks to hold corporations accountable by directing spending toward businesses that support Latino and immigrant communities and away from companies that are rolling back their DEI commitments.
Founded by Dr. Michael Galvez, the movement has quickly gained traction on social media platforms like TikTok and Instagram. As corporations scale back their commitments to DEI initiatives, the Latino Freeze Movement aims to highlight Latinos’ economic influence in the U.S. by strategically shifting consumer spending.
Origins of the Latino Freeze Movement
The movement began in response to recent rollbacks on federal DEI programs, which President Donald Trump labeled as, "illegal and immoral discrimination programs." The programs were eliminated within the federal government only by executive order in early 2025. Following these federal actions, several large corporations—including Target, Walmart, McDonald’s, and Starbucks—announced cuts to their DEI initiatives even though they weren’t obligated to do so. Executive orders cannot regulate private industry. These rollbacks by privately held corporations sparked a backlash from Latino leaders and activists.
The Latino Freeze Movement describes itself as a non-partisan, grassroots effort to demand respect for Latino and immigrant communities. Its primary strategy is to boycott corporations that have reduced or eliminated DEI programs while encouraging Latinos and their allies to redirect spending toward businesses that actively support diversity and inclusion.
How the Latino Freeze Works
The Latino Freeze campaign is attempting to empower consumers to use their purchasing power to support businesses that align with their values and to recognize the Latino community's economic influence. The movement follows several key strategies:
- Selective Spending for a Prolonged Period: Participants are encouraged to continue essential spending on rent, food, and healthcare but to avoid non-essential purchases from corporations that have rolled back DEI initiatives for as long as is necessary until corporations respond to the boycott.
- Support for Local Businesses: The movement emphasizes supporting Latino, Black, and other minority-owned businesses that uphold values of inclusion.
- Economic Blackout: A nationwide total spending freeze is planned for February 28, 2025, in which participants will avoid all purchases for a full day to make a statement about Latino economic power.
Prominent figures such as civil rights leader and activist Dolores Huerta, and Latino celebrities like John Leguizamo, have taken to social media to promote the one-day economic blackout, urging millions of Latino consumers to participate.
The Businesses Targeted for Boycott and Companies Recommended for Support
Latinos represent nearly 20% of the U.S. population, and their economic contributions have grown significantly in recent years. A 2022 report from the Latino Donor Collaborative found that the Latino GDP reached $3.7 trillion, surpassing the economies of the United Kingdom and India. With Latinos driving U.S. job growth and business formation, the movement’s organizers believe that a collective spending freeze could have measurable economic consequences for companies that depend on Latino consumers.
The Latino Freeze Movement has compiled a list of companies that have either eliminated or scaled back their DEI commitments. Some of the major corporations included in the boycott list are:
- Retailers: Target, Walmart, Hobby Lobby, HomeGoods, Marshalls
- Fast Food Chains: McDonald’s, Wendy’s, In-N-Out Burger
- Beverage Companies: Coca-Cola, Baskin Robbins
- Tech Companies: Google, Meta (Facebook, Instagram)
- Auto Manufacturers: Tesla, Ford, Toyota, Harley-Davidson
- Grocery Stores: Sam’s Club, Goya
Efforts by news outlets like NBC Bay Area to reach some of these companies for comment have been unsuccessful. At the time of publication, Target had not responded to Luz Media’s request for comment about the boycott.
The Latino Freeze Movement also highlights companies that have announced firm commitments to DEI. These businesses are considered "safe to support" due to their continued investments in inclusion and diversity initiatives. Among them are:
- Retailers: Costco, Trader Joe’s, Macy’s, Nordstrom, Ulta Beauty
- Grocery Chains: H-E-B, Fiesta Mart, Vallarta Supermarkets
- Fast Food & Dining: Ben & Jerry’s, Moe’s Southwest Grill, Taco Bell
- Banks & Tech Companies: JP Morgan, Apple, Microsoft
- Entertainment: Disney, Netflix
A full list of recommended and boycotted companies is available on the movement’s official website.
The Role of DEI in Corporate America
DEI programs were designed to address historical disparities caused by legal systemic economic oppression and exclusion and increase the representation of marginalized groups in hiring, leadership, and workplace culture. In recent years, DEI efforts led to increased recruitment of underrepresented minorities, more equitable pay structures, and greater access to career advancement opportunities.
However, the rollback of DEI programs in 2025 has sparked intense debates over the future of diversity efforts in corporate America. Critics of the rollbacks argue that companies are abandoning commitments to racial and ethnic inclusion in response to political pressure and legal challenges, which could undermine progress toward a more inclusive society. They also argue that such reversals will deepen opportunity gaps and make access to critical resources more difficult for marginalized communities.
On the other hand, advocates for the rollbacks argue that DEI initiatives can be divisive, leading to perceptions of reverse discrimination or undermining merit-based opportunities. They suggest that these programs may prioritize certain factors over skill and merit, potentially causing division rather than unity.
However, these arguments are countered by data showing that a majority of Americans support DEI initiatives and see them as important for business success and societal progress, and research that famously proves systemic bias and racism in hiring practices, thus disproving the widespread myth of merit-based hiring. In one of many such studies, researchers showed that in hiring where resumes had identical qualifications, white-sounding names got called back for jobs more than Black-sounding ones. The disparity was as high as 24% for the worst offending employers.
Public Reaction and Growing Support
Since its launch on January 28, 2025, the Latino Freeze Movement has gained over 7.6K followers on social media and is drawing widespread attention from activists, business leaders, and everyday consumers.
Many Latinos have voiced support for the movement, expressing frustration over the rollback of DEI initiatives and a desire to wield their economic influence. Shoppers like Martha Saenz, interviewed by KYMA, said, "I support the Latino people. The migrant people that come to work. If we want change, we need to make companies listen." Dolores Huerta, a lifelong civil rights leader, emphasized the importance of corporate accountability, stating, "If you don’t respect our community, then you know, you shouldn’t have our dollars."
At the same time, some analysts question the long-term effectiveness of such boycotts. Historical precedents, such as the Montgomery Bus Boycott of 1955-1956, show that sustained economic pressure can force policy changes, but short-term consumer protests often have limited financial impact.
Dr. Caroline Chen of the San Jose School of Business noted that for the boycott to have a lasting financial impact, it would need to be sustained for several months rather than just one day. "If it was two months, three months, then you'd make significant inroads to hurting those particular companies economically," Chen explained to NBC Bay Area.
Looking Ahead: Will the Latino Freeze Make an Impact?
The Latino Freeze Movement has sparked a national discussion on Latino economic power, corporate responsibility, and the role of DEI in today’s workforce. While it remains to be seen whether the boycott will achieve its goal of reinstating diversity programs, the movement has already raised awareness about Latinos’ influence on the economy.
As the February 28 economic blackout approaches, all eyes are on whether corporations will respond—and whether the Latino community can sustain its spending freeze long enough to drive change. Whether this movement becomes a short-term protest or a long-term force for economic activism, the Latino Freeze has already established itself as a significant example of grassroots economic resistance in 2025.
For those looking to participate, the movement encourages individuals to stay informed, support businesses aligned with their values, and spread the message on social media using hashtags like #LatinoFreezeMovement and #LatinoFreeze.
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The aftermath of the Eaton and Palisades fires that started raging on January 7, 2025, has left Los Angeles facing one of the largest rebuilding efforts in its history. Estimates of economic loss reach $250 billion. While city officials move forward with recovery plans, attention is turning to the workforce responsible for reconstructing thousands of homes and businesses.
With Latinos accounting for more than 80% of the construction workforce in Los Angeles, their role in the city’s recovery is undeniable. However, disparities in compensation, safety concerns, and fears of immigration enforcement are casting uncertainty over those who will do the work of rebuilding the city.
The Scale of Recovery Efforts
Los Angeles Mayor Karen Bass has described the city’s post-fire recovery operation as the largest in its history. Over a month after the fires, inspectors have assessed more than 15,000 structures, with over 6,800 completely destroyed. The Environmental Protection Agency (EPA) has also removed hazardous debris from approximately 1,500 properties while local, state, and federal agencies coordinate the next phase of debris removal. The U.S. Army Corps of Engineers has begun clearing properties where owners have opted into the federal debris removal program. Officials estimate that hazardous waste operations will be completed by the end of February.
While the response has been swift, disparities in the rebuilding effort have sparked controversy. Mayor Bass faced backlash after it was revealed that Steve Soboroff, appointed as the city’s chief recovery officer, was initially set to receive $500,000 for 90 days of work, with another official, Randy Johnson, to receive $250,000. Following public criticism, both officials agreed to work without pay. Despite this adjustment, the news has raised concerns about how recovery funds are being allocated and whether the financial burden of rebuilding is being distributed equitably.
By contrast, the average annual salary for construction workers in Los Angeles ranges between $35,792 and $47,520. Workers and advocates have expressed concerns that while high-profile figures in recovery efforts were set to receive hundreds of thousands of dollars, many construction workers will continue earning low wages under difficult conditions.
The Latino Workforce: Essential Yet Overlooked
Latino construction workers, who make up 84% of the region’s construction workforce, are playing a crucial role in the rebuilding process. Latino immigrants have also been instrumental in volunteer efforts. During the fires, many Latino immigrants gathered hoses and buckets to help extinguish flames in their neighborhoods, showing their commitment to their communities.
However, many Latino workers are already facing significant challenges, including job loss, health hazards from cleanup efforts, and the looming threat of immigration enforcement. While not all workers in the recovery effort are undocumented, immigration-related fears are affecting entire communities, influencing workforce participation and access to resources.
For many immigrant workers, the risk of deportation has made it difficult to seek new job opportunities in fire recovery efforts. Organizations like the National Domestic Workers Alliance and IDEPSCA (Instituto de Educación Popular del Sur de California) have mobilized to provide relief funds and resources for affected workers, yet many are hesitant to access public services due to fear of enforcement actions. Nancy Zuniga, director of worker health at IDEPSCA shared with the LA Times that the number of people going to IDEPSCA’s day laborer centers has dropped since President Trump took office for his second term.
The reconstruction effort in Los Angeles relies heavily on Latino workers. According to the UCLA Latino Policy & Politics Institute, Latinos make up 34% of the workforce in the Palisades fire zone, including the Pacific Palisades, Topanga, and Malibu areas, while representing only 7% of the area’s population. Latinos also make up 35% of the workforce in the Eaton fire zone, and 47% in the Hurst fire zone. Many of these workers face systemic inequities, including low wages, lack of health protections, and unstable employment conditions. The fires have only worsened these vulnerabilities, with many losing jobs in the aftermath of the disaster.
Silvia González, Director of Research at the UCLA Latino Policy & Politics Institute, emphasized that recovery efforts will take years and must include long-term plans to support the workers on the frontlines of reconstruction. “This is going to be a five-, six-, seven-year recovery effort,” González told LA Times. “And it’s imperative that organizations don’t forget workers so they continue to have access to resources after the cameras are away.”
Health and Safety Concerns for Workers
The California Occupational Safety & Health Administration (Cal/OSHA) has highlighted the dangers that construction workers and laborers face during post-fire cleanup. Many of the burned structures contain toxic materials, including asbestos, lead, and hazardous chemicals. Without proper protective equipment, workers are at risk of respiratory issues and long-term health complications.
State officials have pledged to conduct outreach on workplace safety, but concerns remain over whether workers—particularly those who are undocumented—will have access to necessary protections. Historically, immigrant workers have faced challenges in securing safety measures, and many fear that raising concerns could put their jobs at risk.
What Comes Next?
As Los Angeles moves forward with its recovery plan, the well-being of the workers rebuilding the city runs the risk of being deprioritized alongside broader reconstruction efforts.
Advocates argue that the city must ensure fair labor practices and protections, particularly given that construction workers will be exposed to hazardous materials for months or even years to come. Per existing labor laws, employers have a responsibility to pay wages required by law and provide necessary safety equipment. Therefore it’s up to enforcement authorities to ensure employers aren’t violating labor and safety laws.. The coming months will show whether Los Angeles and surrounding areas treat fellow Latino Angelenos and Californians fairly and with their health, safety, and families in mind.
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In his first days as President, Donald Trump’s administration has already implemented significant changes to U.S. immigration policies, with heightened enforcement activities creating uncertainty for immigrant communities across the nation. The administration has indicated plans for increased immigration raids and a tougher stance on undocumented immigrants, focusing on sanctuary cities and areas historically protected from enforcement actions.
Trump’s Policy Changes and Enforcement Priorities
Since taking office on January 20, 2025, President Trump has signed several executive orders aimed at intensifying immigration enforcement. Key changes include rescinding policies that restricted Immigration and Customs Enforcement (ICE) operations near sensitive locations such as schools, hospitals, and houses of worship. ICE agents now have greater freedom to conduct enforcement actions in these areas.
Additionally, Trump has issued an executive order attempting to end birthright citizenship for children born to non-citizens and non-permanent residents in the United States, effective February 19, 2025 (though legal experts have said that the President does not have the authority to amend the constitution by executive order). Expedited removal procedures, previously limited to those apprehended within 100 miles of U.S. borders, have been expanded nationwide. This order expands fast-track deportations nationwide and applies to immigrants who can't prove two years of continuous U.S. residence, allowing ICE to deport more people without hearings.
The administration has also reinstated the "Remain in Mexico" policy, requiring asylum seekers to wait in Mexico while their cases are processed in the United States. This policy has drawn criticism from immigrant rights advocates and created logistical challenges for migrants seeking safety.
Although large-scale raids have not yet occurred, officials have indicated plans to target major metropolitan areas, including Los Angeles, Chicago, New York, Denver, and Washington, D.C. These operations are expected to include workplace raids and targeted enforcement actions in sanctuary jurisdictions.
Some small-scale raids have already taken place. From January 9 to January 11, 2025, Border Patrol agents conducted a series of raids in Kern County, California, near Bakersfield. This operation, dubbed "Operation Return to Sender," resulted in 78 arrests of undocumented individuals, some with prior criminal records. The United Farm Workers union estimates the actual number of arrests may be closer to 200.
ICE teams have also been conducting routine enforcement operations across the country, arresting individuals deemed threats to public safety and national security. Under the new administration's policies, ICE agents now have greater discretion in their actions, including the ability to make "collateral arrests" of undocumented individuals encountered during operations who may not have been the primary targets.
The new policies have significantly heightened fear and uncertainty among immigrant communities. Families are questioning whether it’s safe to send children to school, seek medical care, or access other essential services. The prospect of increased enforcement actions has prompted many immigrants to avoid public spaces, limit their travel, and take precautions to minimize interactions with authorities.
What to Do if Approached by Immigration Officials
Immigrants, regardless of status, have certain constitutional rights that they can exercise when interacting with law enforcement, including ICE agents. Legal experts have circulated guidance:
- Remain Calm and Silent
Immigrants have the right to remain silent and should avoid answering questions about their immigration status. Running or resisting could escalate the situation.
- Refuse Searches Without a Warrant
Immigration officials cannot enter homes or search personal property without a valid judicial warrant. Immigrants should request to see the warrant before complying.
- Avoid Signing Documents
Do not sign any paperwork without consulting a lawyer. Documents may waive important rights or lead to expedited deportation.
- Ask to Speak to an Attorney
Immigrants have the right to legal representation, even if they cannot afford an attorney. They should explicitly request a lawyer during interactions with authorities.
- Document the Encounter
If possible, take note of badge numbers, names, and details of the interaction.
If ICE agents arrive at a home, residents aren’t required to open the door unless agents present a valid warrant. It’s advisable to ask officials to slide the warrant under the door to verify its legitimacy. If agents enter without permission, residents should state clearly that they don’t consent to the search.
Immigrants working in the United States, including undocumented workers, have rights that protect them from discrimination and exploitation. They’re entitled to minimum wage, overtime pay, and workplace safety protections. During workplace raids, employees should avoid signing documents or providing statements without legal counsel.
Several organizations provide resources and assistance to immigrants navigating these challenges. These include the National Immigration Law Center, the American Civil Liberties Union, and local immigrant rights groups. Many organizations distribute "Know Your Rights" cards that immigrants can carry to help assert their rights during encounters with law enforcement.
How to Prepare for Potential Raids
To prepare for potential enforcement actions, immigration advocates encourage the development of a family preparedness plan, which includes:
- Memorizing important phone numbers. Including those of trusted family or friends, and immigration lawyers or legal aid organizations.
- Keeping essential documents, such as birth certificates, passports, visas, financial documents, and medical records, in a secure and accessible location. It’s also recommended to create copies and store them with a trusted person or digitally.
- Designating a trusted individual to care for children in case of detention.
For those with children, they recommend:
- Designate a trusted individual with legal status who can care for your children in case of detention.
- Establish a power of attorney that authorizes the caregiver to make decisions on your behalf.
- Prepare an emergency contact card for your children with names, addresses, and phone numbers of trusted adults.
While legal experts and advocates circulate guidance, it’s not legal advice and a qualified attorney should always be consulted in each individual’s circumstance.
The Trump administration’s recent policy changes have created a complex and uncertain environment for immigrants in the United States. Immigrants and undocumented people can protect themselves by understanding their rights, staying informed through trusted sources, and seeking legal assistance when needed.
These leading organizations are reliable places to start when seeking information and legal resources:
- American Immigration Lawyers Association (AILA)
- Immigrant Legal Resource Center (ILRC)
- National Immigration Law Center (NILC)
- United We Dream
- National Immigrant Justice Center (NIJC)
- Immigrant Defense Project
- National Immigration Forum
- Immigration Advocates Network (IAN)
- U.S. Committee for Refugees and Immigrants (USCRI)
- Mexican American Legal Defense and Educational Fund (MALDEF)
- The Hispanic Federation
- League of United Latin American Citizens (LULAC)
- Coalition for Humane Immigrant Rights (CHIRLA)
- American Civil Liberties Union (ACLU)
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