The Rise of The People's Union USA
The People’s Union USA is not just a flash-in-the-pan activist group. Led by founder John Schwarz, the organization has gained momentum in recent months by calling for economic resistance against major corporations including Amazon, Nestlé, Target, Walmart, and General Mills. Now, McDonald’s is the latest—and arguably most iconic—target of their campaign, labeled as part of an “Economic Blackout Tour.”
The Union’s social media pages and public statements make one thing clear: this is not just about hamburgers and fries. “This is about power,” a recent Instagram post read. “When we unite and hit corporations in their wallets, they listen.”
And indeed, corporations are starting to pay attention. The group has attracted public endorsements from notable figures such as author Stephen King, actor John Leguizamo, and actress Bette Midler. Their GoFundMe campaign has already raised over $125,000, fueling a growing infrastructure of economic activism. According to Schwarz, the goal is to hold powerful brands accountable not only for pricing and labor issues, but also for the broader impact of their policies on communities and the environment.
Why McDonald’s?
The fast food titan has recently found itself at the center of numerous controversies, making it a prime target for boycott efforts.
First, there's the issue of price gouging. In October 2024, U.S. Senators Elizabeth Warren, Bob Casey, and Ron Wyden accused McDonald’s of hiking prices beyond inflation rates. According to their letter to the company’s leadership, McDonald’s net income skyrocketed by over 79% between 2020 and 2023, reaching nearly $8.5 billion—a staggering figure that, according to the senators, raises serious questions about fair pricing practices.
McDonald’s has responded by denying any wrongdoing, stating that franchisees are responsible for setting prices and that affordability remains a core value. But for many consumers, the defense doesn’t quite stick—especially when their go-to Value Meals are increasingly anything but “value.”
Second, labor issues continue to haunt the brand. The People’s Union alleges that McDonald’s has a track record of silencing workers, resisting union efforts, and performing superficial diversity campaigns while continuing to support political candidates and lobbyists who oppose labor rights and social equity. This claim isn’t without precedent; just last year, fast food workers in California—many of them from McDonald’s—unionized under the Service Employees International Union, a rare and groundbreaking move in an industry with historically low union penetration.
Environmental concerns have also been cited, including the exploitation of global supply chains and the leveraging of regulatory loopholes to avoid sustainable practices. For advocates of corporate accountability, McDonald’s represents a textbook case of profits prioritized over people and planet.
A Boycott With Timing—and Momentum
The boycott, which runs from June 24 through June 30, is being framed as a pivotal moment in the fight for economic justice. Organizers are urging Americans to forgo McDonald’s for one week—an act they claim could send a powerful financial and symbolic message to the industry at large.
According to Schwarz, “Economic resistance is working. Target, Walmart, and Amazon are all feeling it, talking about it. They are acknowledging The People’s Union USA.”
But while McDonald’s is under pressure, the company has tried to deflect attention by shifting the public narrative. This month, they launched a new Happy Meal and revamped their Value Meal in an effort to generate buzz and reinvigorate consumer interest. Some critics have labeled these moves as distractions or attempts to cushion the anticipated financial blow from the boycott.
Notably, the McDonald’s brand has already been facing declining sales, and its public image took a major hit in late 2024 when an E. coli outbreak linked to its Quarter Pounders made headlines. More recently, backlash ensued when the company rolled back its diversity and inclusion programs, aligning with a wave of corporate reversals that coincided with the 2024 U.S. presidential election and the return of Donald Trump to political prominence.
The Controversial Figure Behind the Movement
The figure at the heart of this growing storm is John Schwarz, a Chicago-based father of three, meditation teacher, and now high-profile activist. Despite his current role, Schwarz has not been without controversy himself.
In 2007, he was convicted on charges stemming from a disturbing incident at a cafe he once owned in Connecticut. Accused of photographing an unconscious teenager and sending the image to her phone, Schwarz served 90 days in jail. He maintains his innocence to this day, asserting that the charges were “a big scam,” and entered an Alford plea, a legal maneuver allowing a defendant to accept a conviction without admitting guilt.
Despite this checkered past, Schwarz has rebranded himself as a warrior for economic justice. To supporters, he’s a tireless campaigner confronting corporate greed. To detractors, his history casts a long shadow over the movement he leads. Regardless, The People’s Union USA continues to grow—and gain influence.
What Comes Next?
While the McDonald’s boycott is just beginning, its potential implications are enormous. If the movement succeeds in significantly denting the company’s profits, even for a week, it could inspire similar actions across other major consumer brands. Already, this year has seen waves of boycotts aimed at household names, many driven by frustration with rising prices, wage stagnation, and political posturing.
Consumers today are more informed and more connected than ever. Social media allows grassroots campaigns to reach millions almost instantly, and the appetite for accountability is growing. In this climate, even giants like McDonald’s are not untouchable.
As the boycott unfolds, all eyes will be on the numbers. Will Americans put their money where their values are? Will McDonald’s feel the hit? And perhaps most importantly—will this be a turning point in how we relate to the brands that dominate our daily lives?