Following recent mass deportations by the U.S. Immigration and Customs Enforcement (ICE), a group of Latinos and their allies have launched the Freeze Latino Movement to boycott American products and retail chains in protest against the country’s immigration policies.
Social media platforms like TikTok, Instagram, X, Facebook, and YouTube have played a crucial role in spreading this boycott. Users have shared videos of empty supermarket aisles and deserted stores as a form of protest. In addition to deportations, anger has grown over new tariffs, which impose a 25% tax on imports from Canada and Mexico and a 10% tax on goods from China.
While a mass boycott may not immediately impact the U.S. economy, the Latino community aims to highlight its economic significance in the country. According to a recent Merca 2.0 article, many Latinos are choosing to stop shopping at major chains like Walmart and Costco, as well as at restaurants like Starbucks and McDonald’s.
The Response from Major Brands about Freeze Latino Movement
One of the most controversial moves came from Walmart, which removed “Hispanic food” signs from some of its stores. Many Latino customers saw this as an act of indifference, further fueling the boycott. Some even perceive the move as implicit support for former President Donald Trump’s policies.
Coca-Cola has also been targeted, particularly its Diet Coke brand, reportedly Trump’s favorite drink. According to movement organizers, Freeze Latino Movement could drive the growth of local brands and businesses capable of competing with American multinationals. Similar initiatives in the past have helped strengthen local economies and develop domestic markets.
Brands Targeted and Suggested Alternatives
Among the brands being boycotted are:
- Coca-Cola
- Walmart
- McDonald’s
- Starbucks
- Costco
- Subway
- Pizza Hut
- Home Depot
- Tesla
- KFC
- Domino’s
As alternatives, participants in the freeze latino movement suggest supporting local products and brands such as:
- Jarritos
- Boing
- Red Cola
- Sidral Mundet
- Peñafiel
- Topo Chico
- Manzanita Sol
- Fresca
- Jumex
- Del Valle
- Zuko
The long-term impact of this boycott remains uncertain, but it continues to gain traction on social media as a form of economic and social protest.
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