It’s time for Latinos in the United States to stop spending their money on brands and companies that don’t interest them as customers, much less as people, at least this is what the movement claims. Latino Freeze, which was founded in 2025 and is committed to showing the value of Latinos, other minorities, and their allies in the United States.
Protesting with one’s wallet has become a popular tactic among those who want to confront what they consider injustices.
When Donald Trump took office as president on January 20, many things changed, including signing an executive order that eliminated the federal government’s diversity, equity, and inclusion (DEI) programs, and yes, the immigrant community is among them.
This new policy was supported by various companies that reduced or eliminated these types of programs, so consumers are planning how to fight back with their money, yes, exactly what hurts the owners of these establishments the most.
This brings us to the Latino Freeze Movement, an initiative that encourages people to use their wallets to send a message.
According to the International Monetary Fund and the Latino GDP Report, the Latino Gross Domestic Product in the United States is the fifth largest in the world at $3.7 trillion, as Latinos represent 20 percent of the U.S. population.
Latino Freeze has called on Latinos to stop spending their money, starting NOW, until they demonstrate that they care about minority and immigrant populations in the United States.
These are the action items they have called for: save and save your money for important expenses, buy only the essentials, i.e. food, and be thoughtful and selective when purchasing.
Also, continue working and seeking services such as medical care, and do not make large purchases or cancel subscriptions.
They also called on people to support Latin American, African American and related businesses that support this movement, as well as to support local American businesses that support this movement and that value diversity, equity and inclusion programs and immigrants. They also asked people not to forget to make sure they pay their rent, mortgage and bills, responsibilities, health care and taxes, among others.
In general, they have asked to consider shopping at local stores, flea markets, farmers markets, thrift stores and barter stores and not to spend on sports and entertainment (unless they support this movement).
These are the companies they have asked NOT to support and stop buying from: Amazon, Target, Walmart, HobbyLobby, HomeGoods, Marshalls, Sam’s Club, Starbuck’s, Lowe’s, FruitoftheLoom, DairyQueen, Coca Cola, BaskinRobbins, Brown-Forman (Jack Daniels), Home Depot, Tractor Supply, Ace Hardware, Google, Meta, Ford, Harley-Davidson, John Deere, Tesla, Toyota, McDonald’s, Wendy’s, and In and Out.
On the other hand, they have asked to support companies that have committed to diversity, equity and inclusion programs as well as to the immigrant community, such as Aldi, Costco, Meijer, Kroger, Giant Grocery, Trader Joe’s, Ben & Jerry’s, Delta, Dutch Bros, elf, Ulta Beauty, Macy’s, Old Navy, Nordstrom’s, TJMaxx, GoToFoods, Dollar Tree, Walgreen’s, Wegman’s, Planet Fitness, Procter and Gamble, Craigslist, Barnes & Noble, Godman Sachs, JP Morgan, Apple, DoorDash, Everyday Health, Pinterest, Microsoft, Disney, Netflix and in California, Vallarta Supermarkets, in Texas HEB, El Rancho, Fiesta Mart and La Michoacana.
This tactic by the Latino community, the immigrant community in the United States, has been joined by the African-American and Afro-descendant community, LGBTQ+ and many Americans who are also against these policies of President Donald Trump.
It should be noted that this initiative is planned to be carried out throughout the year so that these companies can truly see the economic impact and importance of the Latino immigrant community in the United States.
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