Economic Strike Against Tech Giants: The "Resist and Unsubscribe" Movement

In February 2026, a grassroots movement named "Resist and Unsubscribe" was launched by New York University marketing professor Scott Galloway, aiming to challenge the Trump administration's immigration enforcement policies by targeting major technology companies. The boycott focuses on ten subscription-driven firms: Amazon, Apple, Google, Meta (formerly Facebook), Microsoft, OpenAI, Netflix, Paramount+, Uber, and X. Galloway argues that the Trump administration responds more effectively to economic pressures than public outrage, stating, “The most radical action in a capitalist society is non-participation.”

Consumers Urged to Boycott Amazon and Google by ICE Movement

Participants in the boycott are encouraged to unsubscribe from services like Amazon Prime and YouTube Premium, delete accounts on platforms such as Facebook and WhatsApp, and refrain from purchasing Apple hardware until March. Additionally, the movement targets nine other companies identified as "active enablers of ICE," including AT&T, Comcast, Dell, FedEx, UPS, Home Depot, Lowe’s, Spotify, and Marriott. These companies have been implicated in contracts or practices that support ICE operations, such as providing services or data access that facilitate immigration enforcement.

Anti-ICE Protesters Have Started a Month-Long Tech and AI Boycott. Here’s How It WorksConsumers Urged to Boycott Amazon and Google by ICE Movement

The boycott has gained traction against a backdrop of aggressive immigration enforcement, highlighted by tragic incidents involving federal agents in Minneapolis that resulted in the deaths of Renee Nicole Good and Alex Pretti. These events have galvanized tech workers, many of whom have signed petitions urging their employers to confront political leaders regarding ICE's actions. Despite this, many tech executives have remained silent, with Apple CEO Tim Cook facing criticism for attending a White House event during a period of heightened tensions.

Why this ICE boycott wants consumers to resist Amazon and Google

While the boycott aims to exert economic pressure on influential tech companies, experts note the inherent difficulties in sustaining consumer-led initiatives. Research indicates that boycotts often struggle to maintain momentum, as shopping habits are resistant to change. Galloway acknowledges these challenges, emphasizing that the boycott is designed to avoid harming small businesses, which could suffer from broader strike actions.

Consumers Urged to Boycott Amazon and Google by ICE Movement

Gizmodo reached out to the targeted companies for comments on the boycott but had not received responses at the time of reporting. Galloway has expressed optimism that the economic strike will resonate with tech CEOs, stating, “The best way to ignite positive change, without hurting consumers, is to carry out an economic strike the tech CEOs can’t ignore.”

Anti-ICE Protesters Have Started a Month-Long Tech and AI Boycott. Here’s How It Works

• “The Trump administration doesn’t respond to outrage; it responds to economic signals.” — Scott Galloway, NYU Marketing Professor

Anti-ICE Protesters Have Started a Month-Long Tech and AI Boycott. Here’s How It Works

• “What we're seeing is a blatantly unconstitutional invasion designed to suppress dissent through fear and intimidation.” — Gabe da Silveira, Senior Engineering Manager at Airbnb

Why this ICE boycott wants consumers to resist Amazon and Google

As the month progresses, the impact of the "Resist and Unsubscribe" movement on the targeted companies will be closely monitored. The effectiveness of this economic strike in influencing corporate policies and the broader political landscape remains to be seen.

Consumers Urged to Boycott Amazon and Google by ICE Movement