Bot Activity Accelerates the DEI Boycott Against Major Brands

Cyabra's analysis reveals significant inauthentic activity fueling the holiday boycott against Amazon, Target, and Home Depot.

Following backlash to major DEI rollbacks in early 2025, the “We Ain’t Buying It” holiday boycott targeting major retailers surged across social media ahead of Black Friday.

Cyabra found that 37 percent of the discussion came from inauthentic profiles and 95 percent from negative spreaders, dramatically amplifying the campaign’s reach.

These findings offer important insight into how quickly online narratives can transform into real-world impact.

#Brand Reputation, Threat Actors