A consumer boycott campaign, named "Resist and Unsubscribe," has been initiated by New York University marketing professor Scott Galloway, targeting major technology companies. The campaign aims to exert financial pressure on the Trump administration regarding its immigration enforcement policies, following months of protests against U.S. Immigration and Customs Enforcement (ICE) tactics. The boycott, which began in early February, encourages consumers to cancel subscriptions and avoid services from companies identified as having economic influence or direct ties to federal immigration agencies.
Campaign Origins and Objectives
The "Resist and Unsubscribe" campaign was proposed and subsequently initiated by Scott Galloway, a marketing professor at New York University and a business commentator. Galloway stated his belief that financial pressure on economically influential entities could be more effective in influencing policy than traditional protests. He cited a past instance where tariffs were reportedly dropped after negative reactions from Wall Street.
Galloway outlined that a targeted boycott, planned to continue through February, could impact markets and the CEOs who engage with the President. He created a website listing companies that either work directly with ICE or hold significant economic influence.
His rationale is that "a one-day slowdown is irritating. A one-month slump is terrifying," and that "the most radical act you can perform in a capitalist society is non-participation."
Galloway asserted that even a modest reduction in these companies' growth could substantially impact their valuations and, by extension, influence the administration.
Context of Immigration Protests
The boycott emerges amid ongoing public demonstrations against ICE and Border Patrol tactics. Thousands of protesters demonstrated against ICE in Minneapolis on January 31, with further demonstrations occurring on a subsequent Saturday. Tensions increased in January following the deaths of Renee Good and Alex Pretti in Minneapolis during interactions with federal immigration agents, incidents which were documented and shared on social media.
Previous protest efforts included a nationwide general strike on January 31, which reportedly strained small businesses. While these actions have raised awareness, they have not, according to Galloway, substantially altered the administration's immigration policies. Concurrently, the Department of Homeland Security demoted a Border Patrol official, and an internal memo obtained by The New York Times indicated that the acting director of ICE expanded agents' authority for warrantless searches.
Boycott Strategy and Targeted Companies
The boycott targets major technology companies whose executives have engaged with the Trump administration. These include OpenAI's ChatGPT, Amazon's Prime Video, Microsoft Office, Netflix, Apple TV, Uber, Disney+, HBO Max, and Hulu. Companies like Home Depot also faced scrutiny due to concerns over immigration raids near its stores, though Home Depot stated it is not involved in ICE operations.
Major tech CEOs, including OpenAI CEO Sam Altman, Meta CEO Mark Zuckerberg, Apple CEO Tim Cook, and Amazon CEO Andy Jassy, have attended White House events with President Trump. Support for the AI industry's competition with China is a component of Trump's economic agenda.
Galloway stated that "real change always comes from the American people...power doesn't fear protests nearly as much as economic withdrawals."
Participant Engagement and Impact
Participants in the "Resist and Unsubscribe" campaign have adopted various strategies to reduce their engagement with targeted companies:
- Brittany Trahan of Portland, Ore., purchased DVDs instead of subscribing to Netflix and Apple TV and canceled other streaming services.
- Lisa Shannon, also from Portland, began using public transit instead of Uber and stopped using Amazon Prime after learning of its acquisition of a documentary about Melania Trump. She also avoids ChatGPT and HBO Max.
- Brian Seymour II of McDonough, Ga., canceled subscriptions including Disney+, HBO Max, and Netflix, and stopped shopping at Home Depot.
- Jake Ward of Fort Collins, Colo., abstained from Amazon Prime, Audible, Disney+, Netflix, and Hulu, reporting minimal disruption to his daily routine.
Some participants, including Seymour, reported unexpected benefits such as saving money and discovering local alternatives. While the campaign was initially planned for one month, some participants, like Shannon and Ward, expressed intentions to continue their boycott beyond this period, citing concerns that a shorter duration might limit its effectiveness. Galloway acknowledged this point, stating he designed the movement to empower individual decisions.
As of a recent Wednesday, Galloway's website for the campaign had generated approximately 250,000 unique page views. White House spokesperson Abigail Jackson declined to comment specifically on the boycott, instead attributing an increase in assaults on immigration officers to anti-ICE rhetoric. The companies named in connection with the boycott did not provide comments.
Lucy Atkinson, a professor at the University of Texas at Austin, noted that opting out of "Big Tech" can be challenging due to its pervasive integration into daily activities. She added that successful boycotts typically require viable alternatives and sustained participation, and their primary impact on companies often comes from damaged reputation rather than immediate profit losses.