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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Together, we amplify truth. Together, we ignite change. #AmplifyLatinoTruth, donate today.The fight for social justice isn’t just about posting the right hashtags or showing up for a protest once a year. It’s about long-term commitment, learning, and taking meaningful action even when no one’s watching. Whether you’re new to activism or looking to level up your impact, here are 8 ways to be a more effective and sustainable advocate for change:
Keep Learning (Even When It’s Uncomfortable)
Being an effective advocate starts with education, and not just the kind that confirms what you already believe. Read books, follow activists, listen to podcasts, and challenge yourself to engage with perspectives outside your bubble. If you care about racial justice, for example, go beyond surface-level conversations and dive into the history of systemic racism. If you're passionate about gender equality, study intersectional feminism and its impact on different communities. The more you know, the better equipped you are to have meaningful conversations, dismantle misinformation, and advocate for real solutions.
Listen More Than You Speak
Good activism isn’t about having the loudest voice in the room—it’s about knowing when to amplify and when to step back. If you’re fighting for a cause that affects communities you’re not personally a part of, listen to the people who are. Follow their leadership, respect their experiences, and avoid centering yourself in the conversation. Create space for marginalized voices instead of speaking over them. Your role as an ally isn’t to save anyone, it’s to stand beside them and support their fight.
Understand Intersectionality (Because Everything Is Connected)
No social justice issue exists in isolation. Racism, sexism, LGBTQ+ rights, disability rights, class inequality—all of these systems of oppression overlap. This is what’s known as intersectionality, a term coined by legal scholar Kimberlé Crenshaw. For example, a Black woman may experience both racism and sexism in ways that are distinct from what a white woman or a Black man might face. Similarly, a transgender person of color may deal with both transphobia and racial discrimination in ways that demand a more nuanced approach to activism. Recognizing these intersections makes your advocacy more inclusive and ensures no one is left behind in the fight for justice.
Show Up for Local Activism
Social justice starts in your own backyard. National movements are important, but real change often happens at the local level—in your schools, workplaces, city councils, and community centers. Find out what’s happening in your area; there are many ways to do that. Volunteer at local shelters, food banks, or advocacy groups. Attend city council meetings to advocate for policies that help marginalized communities. Support local activists who are already doing the work, etc.
Use Social Media Wisely
Social media is a powerful tool for raising awareness, but it’s not a substitute for real activism. Sharing an infographic or retweeting a viral thread is great, but it should be a jumping-off point, not the end of your advocacy. Be mindful of misinformation, though. Just because something sounds compelling doesn’t mean it’s true. Fact-check before you share. Also, prioritize marginalized voices, not just big-name influencers, and use social media as a way to educate, organize, and mobilize people into action online and offline.
Take Care of Yourself (Burnout Helps No One)
Advocacy is hard work, and fighting injustice isn’t a one-time event—it’s a lifelong commitment. If you don’t set boundaries, rest, and recharge, you’ll burn out before you can make a lasting impact. Sustainable activism means taking breaks when needed, setting boundaries around difficult conversations, and prioritizing mental and emotional well-being. You can’t pour from an empty cup, so make sure you’re taking care of yourself, too.
Build Coalitions and Work Together
Change doesn’t happen in isolation. The most powerful movements are built on collaboration. Whether it’s different activist groups working together or individuals uniting across communities, coalitions make movements stronger. Support other causes that align with your values (for example, if you’re fighting for environmental justice, acknowledge how it impacts Indigenous communities). It’s also great to network with other activists; learn from them, share resources, and strategize together. Recognize that movements need people at all levels, from organizers and educators to fundraisers and behind-the-scenes volunteers. You’re not in this alone, and you don’t have to do everything by yourself.
Go Beyond Awareness
Raising awareness is important, but awareness without action doesn’t change the world. If you want to make a real impact, commit to concrete steps. Like donating to grassroots organizations doing the work, volunteering your time or skills, calling or emailing your representatives about policies that matter, boycotting businesses that engage in harmful practices and supporting ethical ones instead, and voting for candidates who align with social justice values. Not just in presidential elections, but in local and state elections where policies that affect everyday life are made. The small choices you make daily—where you spend your money, who you advocate for, what conversations you engage in—all add up to something bigger.
Advocates Rally to Protect Brooklyn Migrant Families from Trump’s Immigration Agenda
Image of the Floyd Bennett Field shelter, featuring the large tents where residents live.
Editor’s Note: This article was updated on December 10, 2024, to include new information about the closure of the Floyd Bennett Field shelter, announced shortly after the original publication.
In a significant move to protect vulnerable migrant families, New York City officials announced the closure of the Floyd Bennett Field shelter in Brooklyn, which houses approximately 2,000 asylum-seeking families. This decision, driven by concerns about potential federal enforcement under the incoming Trump administration, signals a response to advocates' urgent calls for action.
A Highly Vulnerable Shelter
Established in late 2023 in response to an overwhelming influx of migrants arriving at the southern border, Floyd Bennett Field (FBF)was meant to be a temporary solution. Located within the Gateway National Recreation Area, it’s unique among other New York City emergency shelters for its location on a former naval air station on federal property, managed by the National Park Service.
The site currently houses families in large tents. Residents come from a variety of backgrounds, including Venezuela, Ecuador, Haiti, Guinea, and China, most of them fleeing economic and political turmoil. The conditions, however, have been widely criticized. Families share communal bathrooms and showers, while the tents, subdivided into individual spaces, offer limited protection against the elements. Additionally, the area is secluded, miles away from services like schools, and it’s prone to flooding, storms, and winds.
New Developments: Timeline for Closure and Relocation
City officials have laid out a timeline for the shelter’s closure. Families will be moved out by January 15, just before the new administration takes office. The broader plan includes shutting down 25 shelters across the city by March, including hotels and other temporary facilities, as the number of new migrant arrivals has steadily declined over the past five months.
Mayor Eric Adams stated, “We’re going to continue looking for more sites to consolidate and close, and more opportunities to save taxpayer money, as we continue to successfully manage this response,” as reported by The New York Times. The closure of the shelter marks a turning point in New York City’s handling of the migrant crisis. For the asylum-seeking families that have been living there, this decision offers both relief and uncertainty. While relocation promises improved conditions, the lack of affordable housing and comprehensive support remains a hurdle.
Advocacy Efforts Leading Up to Positive Change
Concerns about the fate of the Floyd Bennett Field shelter reached a tipping point as advocacy groups warned of the risks associated with its location on federal land. Advocates, including Venezuelan-American Susie Jaramillo, a Brooklyn resident and a founding member of Floyd Bennett Field Neighbors (FBFN), played a pivotal role in pressuring city officials to act. FBFN has been at the forefront of efforts to protect the nearly 2,000 asylum-seeking families housed at the shelter, highlighting the urgent need for relocation to safer accommodations.
Luz Media reached out to FBFN via email and connected with Jaramillo to discuss the efforts they make for these asylum-seeking families. “Mayor Adams must urgently close Floyd Bennett Field, a federal land shelter housing 2,000 asylum-seeking families in NYC, before January 20 to protect vulnerable residents from potential federal raids and relocate them to safer accommodations, upholding the city's legacy as a refuge or risk devastating trauma on hundreds of families, betraying our roots as a sanctuary city and detonating a powder keg of conflicts in NYC,” she stated.
This call to action from FBFN and other advocacy groups resonated with community leaders and city officials, contributing to the decision to close the shelter.
How the Community Took Action
Leading up to the decision to close the FBF shelter, community organizations stepped up to address the critical needs of families living there, effectively creating a lifeline for residents in a precarious situation. FBFN is one such group providing on-the-ground support. This mutual aid group mobilizes an extensive network of volunteers and resources to address immediate needs and improve living conditions for the nearly 2,000 residents at the shelter.
Since November 2023, FBFN has provided essential supplies to over 700 families. These include warm winter clothing, shoes, strollers, backpacks, toys, and other necessities through donations and their continually updated Target and Amazon wish lists. FBFN has also played a pivotal role in fostering communication within the shelter. The group has established the largest internal communication network at the facility, enabling residents to share vital information and connect with one another.
FBFN's efforts are not limited to direct aid. They also collaborate with the Mayor's Office, NYC Health & Hospitals—the agency overseeing the shelter—and other local NGOs and mutual aid groups as well to help families access essential services and support. Equally as important, they’re pushing for systemic change along with other groups by urging Mayor Eric Adams to relocate families to safer, more permanent shelters across the city.
“The number of arriving asylum seekers has also been dropping for months, and there is more capacity to move Floyd Bennett families into other shelters and hotels. Most of the families at FBF have applied for asylum, and many parents have received their work permits. They are eager to find apartments or rooms to rent and to leave the shelter system,” Jaramillo shared with Luz Media. By facilitating their relocation, the city can not only provide immediate relief but also support families in achieving long-term stability.What Lies Ahead
As the city winds down its emergency shelter operations, advocates and policymakers are calling for sustained efforts to support migrant families. From improving asylum processes to expanding employment opportunities, the next steps will be critical in ensuring New York maintains its legacy as a sanctuary city.
“Beyond relocation, the City and State can pass a number of policies to make sure Floyd Bennett families and all immigrants in New York feel welcome and have the support they need to thrive in their new home. These could include expanding English classes and legal services to help new immigrants quickly gain the freedom to work, allowing more asylum seekers to fill unfilled positions in City and State government, and making health insurance accessible to undocumented New Yorkers,” Jaramillo added.
With just over a month until the transition of federal power, the spotlight remains on Mayor Adams and his administration to execute the relocation plan efficiently while preparing for the challenges ahead. For the families at Floyd Bennett Field, the move marks a new chapter in their journey toward stability and hope.
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