The Reverend Al Sharpton is back in the spotlight, stirring controversy and calling for action—though this time, it’s unlikely anyone will take him seriously.

Following Donald Trump’s return to the White House and his decisive executive orders dismantling Diversity, Equity, and Inclusion (DEI) programs, Sharpton announced a boycott against companies that abandon their woke agendas, as reported by The Daily Caller.

Jan 20, 2025; Washington, DC, USA; Newly sworn-in President Donald Trump takes part in a signing ceremony in the President’s Room following the 60th inaugural ceremony on January 20, 2025, at the US Capitol in Washington, DC. Trump became the 47th president of the United States in a rare indoor inauguration ceremony. (Photo by Melina Mara /The Washington Post)Mandatory Credit: Melina Mara-Pool via Imagn Images

President Trump wasted no time delivering on promises to prioritize merit over identity politics.

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One of his initial moves was to mandate that federal agencies recognize only two genders—male and female—and scrap DEI programs that have fueled division in government workplaces. These policies sent shockwaves through progressive circles, with Sharpton leading the charge to resist.

Aug 22, 2024; Chicago, IL, USA; Rev. Al Sharpton speaks during the final day of the Democratic National Convention at the United Center. Mandatory Credit: Jasper Colt-USA TODAY

During an appearance on MSNBC’s The ReidOut, Sharpton told host Joy Reid that his non-profit, the National Action Network, plans to boycott American companies stepping away from DEI initiatives.

“Donald Trump can’t make us spend money for companies that will not deal and commit and continue with diversity and equity and inclusion,” he declared.

Sharpton doubled down, stating, “These companies that are now saying they’re going to back up off of diversity and equity and inclusion should therefore not have a diverse consumer base.”

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He even went to X to express himself.

Despite Sharpton’s fiery rhetoric, the average American is likely to dismiss his calls to action. After all, many of the companies Sharpton seems to be targeting—like Tractor Supply Co., John Deere, Harley Davidson, and Coors—are staples of everyday life for hard-working Americans.

Asking people to boycott Coors is akin to asking a farmer to boycott rain—it’s simply not happening.

Sharpton’s boycott, much like the DEI policies he champions, feels out of touch with the current cultural climate. Over the past decade, Americans have grown weary of race-based identity politics that have divided workplaces, communities, and the nation as a whole.

Now, corporations are following suit, recognizing that DEI isn’t just bad for business—it’s alienating to their customer base.

If there’s any momentum for a boycott in Trump’s America, it’s more likely to be directed at MSNBC and the companies that continue to push woke agendas.

As Sharpton clings to outdated narratives and hollow talking points, the rest of the country is moving on. DEI is dying off, and no amount of boycotts or MSNBC monologues will bring it back.