Can History Repeat Itself? We Boycotted bigoted COORS once and WON! However the fight for DEI is much bigger.

Can history repeat itself?  In the 1970s, an unshakeable alliance of gay activists and labor unions took on Molson Coors in what became known as the Coors Beer Boycott, and we WON!  It was a counter-offensive of the people against Reagan’s anti-labor offensive — one of the most widespread and militant labor struggles in decades. In 1977, ferociously anti-union Coors Beer moved to smash the union after a strike of nearly 1,500 workers. Part of the anti-union campaign was to fire without cause workers suspected of being lesbian, gay, bisexual, trans, or queer from its Colorado-based brewery.

In the end,  Coors reluctantly agreed not to discriminate against Blacks, Latinos, and women after a settlement was reached under the federal Equal Employment Opportunity Commission (EEOC) lawsuit. Joseph Coors, a founder of the right-wing think-tank, the Heritage Foundation, was the target of an unprecedented united fightback movement—a new movement that concurrently emerged along with the AIDS movement and after the first march for LGBTQ rights in Washington, D.C. in 1979. The alliance of these forces at the time laid the basis for the current united movement of today.

Now with Trump in power we feel back to stage one again as he threatens to use whatever power he has (and others he doesnt have) to completly eradicate DEI (Diversity, Equity and Inclusion) policies that once again put the jobs of the same minorities at risk.  Like most of his ‘policies’ that seem to be made up on the spot without thought of any consequences,  he is threatening to prosecute and punish any companies that refuse to comply with his demands. What is totally unbelievable to us all is that so many corporations are cowering to his unprecented bullying at an alarming rate. Combine that with the deafening silence of the Democrats, it is now up to all of us to become the resistance again.  We collectively managed to bring Coors to their knees then, and of course they are back on the wrong side of history again..

There is no need to just take our words as Forbes writes: As some of America’s biggest and most recognizable companies, CEOs and boards of directors continue to speak out for and against certain social and geopolitical issues—particularly DEI —consumers have begun to draw their own conclusions about how these actions will affect them and their families.The result is a call for “economic boycotts” or “fasts” as changes in consumer behavior are being designed to hit companies where it counts: the bottom line.While most of the numbers are still coming in, some of the data is beginning to provide a sneak peek at trends—and get us a little closer to being able to answer the question: Do boycotts still work in 2025?

So we’re committing Queerguru to keep an updated list of all the companies that have been bullied, or just acquiesced, to dropping all their DEI policies, so that we can choose to boycott them ….. collectively we have strength in numbers 

Accenture
Amazon
Amtrak
Boeing
Brown Forman (Jack Daniels) also exited HRC
Citigroup
Deloitte
Ford Motor Company:
Goldman Sachs
Google ( will no longer mark the start of cultural observances like Pride Month and Black History Month)
Harley-Davidson
John Deere
Lowes
McDonalds
Meta (Facebook)
Microsoft (laid off all ther DEI team)
MLB
Molson Coors:
Paramount
PBS
Pepsico
PWC
State Street
The Smithsonian Institute
Target
Toyota
Tractor Supply Company:
Victoria’s Secret
Walmart was criticised by shareholders who accused them of bowing to “bullying 

Then these are the ONES with Backbone that have stood up the threats and said NO CHANGE

Apple
Costco
Delta Airlines
Deutsche Bank
Disney (backed by shareholder vote)