The future of protest

Protest has always been economic—but today, it’s not just about where you spend your money, it’s about where you spend your time. In the past month, we’ve seen an acceleration of choices being more politically charged than ever. People are ditching brands that don’t align with their values, abandoning platforms they no longer trust, and tuning out media figures who no longer represent them. The result? Shifting market power, declining sales for once-dominant companies, and a political landscape where both money and attention talk louder than ever.

Consumer values are reshaping retail

A Harris Poll found that 24 percent of Americans are abandoning brands over political disagreements. Target is one of those brands, as it faces backlash after cutting diversity initiatives, leading to boycotts and resulting in a loss of almost $26 billon in market cap. The company’s official TikTok page has been flooded with negative comments. Meanwhile, Costco reaffirmed its commitment to DEI and saw increased foot traffic and buy-ins. Even digital spaces have become part of the resistance—MapQuest is allowing users to rename the Gulf Of Mexico themselves, with satirical options like “Gulf of Fragile Masculinity” going viral. Stephen Colbert called it “a lone hero standing tall” for refusing to adopt the change.

Users flee Meta for Bluesky

Meta is facing a growing boycott as users abandon Facebook, Instagram, and Threads over policy rollbacks and leadership decisions. Criticism has surged after Meta cut ties with third-party fact-checkers and scaled back diversity efforts. High-profile users, including attorney Mark Lemley, have also severed ties over concerns about leadership. Many are migrating to Bluesky, a decentralized platform that offers more user control. This shift highlights a broader trend—consumers using their digital presence as a form of protest, reshaping the social media landscape.  

Joe Rogan falls as MeidasTouch rises

Joe Rogan’s long-standing podcast dominance has been overtaken by The MeidasTouch Podcast, a liberal-leaning show critical of Trump. Podscribe data shows Rogan’s audience shrinking 32 percent, while MeidasTouch surged 101 percent. Hosted by Ben, Brett, and Jordy Meiselas, the show began as a viral anti-Trump ad campaign and has grown into a major political platform. This shift signals a changing media landscape, where progressive voices are gaining ground in a space long dominated by conservative ones.

Tesla sales plummet as consumer backlash intensifies

Tesla is experiencing a significant decline in global sales, with Germany seeing a 59.5 percent drop in January 2025 and similar declines in France (63 percent) and Norway (38 percent), despite overall EV market growth. In the U.S., Model 3 registrations in California fell 36 percent throughout 2024. Analysts point to multiple factors, including CEO Elon Musk’s political controversies, particularly his support for far-right parties in Europe. Tesla stores in the U.S. are also experiencing picket lines, with three dozen stores hit with protests last weekend and an anti-Tesla "swasticar" campaign" touting "0 to 1939 in 3 seconds."

Political frustration is surging

Town halls across the U.S. have become flashpoints for voter frustration, with Republicans facing backlash over aggressive budget cuts and Democrats criticized for not doing enough to oppose them. GOP lawmakers are under fire for policies tied to Trump and Elon Musk’s Department of Government Efficiency (DOGE), which have led to mass layoffs at federal agencies. In Georgia, Rep. Rich McCormick was confronted, while Rep. Stephanie Bice faced outrage over cuts to veterans' benefits. Meanwhile, Democrats are being criticized for their lack of strong opposition to these changes. The intensity of public engagement is surging—calls to the U.S. Senate have skyrocketed to 1,600 per minute, up from the usual 40, as Americans demand action from their elected officials.

What it means

We are in the middle of a major societal shift where people are taking action through the lens of where they spend their money, what media they engage with, and how they pressure leaders. Economic protest has become a dominant political force, with boycotts and “buy-cotts” influencing corporate strategy, while attention itself has become a tool of activism—who gets watched, followed, or abandoned determines who holds cultural influence. Brands are no longer just businesses; they are political actors, either surviving or collapsing based on how they navigate this changing landscape. The companies, media figures, and political leaders that fail to adapt—whether through misreading consumer values or clinging to outdated strategies—are losing market share, influence, and relevance. This likely isn’t just a moment of disruption—it’s a full-scale realignment.