The Latino community’s boycott against U.S.-based companies has not stopped. Through the Freeze Latino Movement, Mexicans and immigrants from Spanish-speaking countries have made a call on social media to stop buying from brands that support the anti-immigrant policies of President Donald Trump, causing a real revolution.
One of the most attacked brands has been Coca-Cola, after a viral video, edited with artificial intelligence, circulated accusing the company of firing Latino workers in Texas, who were then allegedly deported, which sparked anger within the Latino community.
However, although several companies have supported the new government policies, some brands have maintained their inclusion and diversity programs. Here are the ones that have.
Which brands support Latinos in the United States?
One of the main ones is Costo, where its shareholders agreed to maintain their diversity programs and departments, despite the orders from President Donald Trump. E.l.f. Beauty, a popular cosmetics brand, has also chosen inclusive marketing through its campaign “So Many Dicks.”
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Other brands that support inclusion, diversity, and equity include:
- Aldi
- Meijer
- Kroger
- Giant Grocery
- Trader Joe’s
- Ben & Jerry’s
- Delta
- Dutch Bros
- E.L.F.
- Ulta Beauty
- Macy’s
- Old Navy
- Nordstrom’s
- TJMaxx
- GoToFoods (including Moe’s Southwest Grill, McAlister’s, Auntie Anne’s, Jamba, Cinnabon, etc.)
- Dollar Tree
- Walgreens
- Wegman’s
- Planet Fitness
- Procter and Gamble
- Craigslist
- Barnes & Noble
- Goldman Sachs
- JP Morgan
- Yum (KFC, Pizza Hut, Taco Bell, The Habit)
- Apple
- DoorDash
- Everyday Health
- Microsoft
- Disney
- Netflix
- Savemart (Lucky, FoodMaxx)
- Vallarta Supermarkets
- H-E-B
- El Rancho
- Fiesta Mart
- La Michoacana
What is the Freeze Latino Movement?
This movement consists of avoiding the consumption of products made by U.S. brands or refraining from visiting their retail chains. The “Freeze Latino Movement” not only aims to create an impact on large corporations but also to highlight the fundamental role of the Latino community in the U.S. economy.
By choosing to make their purchases exclusively from local businesses and Latino-owned ventures, participants aim to send a strong message to the Trump administration about the consequences of its policies.
This movement adds to other protests that have occurred in cities such as Dallas and Chicago, where the Latino community has expressed its discontent with the president’s immigration and trade policies.
Which companies and brands would the Freeze Latino Movement affect?
The organizers of this movement have called on the entire Latino community to avoid shopping at retail chains like Walmart, as well as various restaurants, including Starbucks and McDonald’s.
According to the movement’s website, the companies where Latinos are urged not to shop include:
- Amazon
- Target
- Walmart
- HobbyLobby
- HomeGoods
- Marshalls
- Sam’s Club
- Starbucks
- Lowe’s
- Goya
- Fruit of the Loom
- Dairy Queen
- Coca-Cola
- Baskin Robbins
- Brown-Forman (Jack Daniels)
- Home Depot
- Tractor Supply
- Ace Hardware
- Airbnb
- Meta (Facebook, Instagram)
- Ford
- Harley-Davidson
- John Deere
- Tesla
- Toyota
- McDonald’s
- Wendy’s
- In-N-Out
Coca-Cola joins ‘Made in Mexico’
The strong boycott by Latinos against Coca-Cola (whose diet version, by the way, is Trump’s favorite), has forced the brand to reinforce its image among local consumers. Now, the Mexican Coca-Cola Industry (IMCC) announced that its products will feature the ‘Made in Mexico’ label on the caps.
This, they said, is part of a strategy to value the more than 100,000 people who are part of the company’s supply chain in Mexico and to promote the consumption of local products. The initiative will start with Coca-Cola and Coca-Cola Zero Sugar, and in the coming months, this action will be expanded to other company brands.
