(NewsNation) — A newly established Latino group is speaking out against Coca-Cola as part of its campaign against companies that do not support diversity, equity and inclusion, aka DEI.

Others on social media are also boycotting the popular soda company, but the reasons for this are unclear.

Who is leading the Coca-Cola boycott?

“The Latino Freeze Movement” was created in 2025 and calls itself a grassroots movement, saying it is “committed to showing the value that Latinos, other minorities and allies have in the United States.”

According to NewsNation affiliate Border Report, videos are circulating on social media of Latinos rejecting Coca-Cola.

“Latinos and Latinas stop spending money. Hold the line. We can all collectively make a big impact by simply holding and not spending our money,” the Latino Freeze Movement said on its website.

Why are they calling for the Coca-Cola boycott?

The group urges its followers not to buy Coca-Cola or shop at Amazon, Target, Walmart and other companies that have scaled back DEI efforts.

Coca-Cola has a webpage dedicated to DEI and has not announced any reduction of its initiatives.

Others on TikTok have floated claims Coca-Cola called ICE on its employees at a plant and are using the hashtag “#Latinofreeze.” None of these rumors have been confirmed.

Newsweek reviewed company records and public filings and did not find any evidence of mass layoffs.

Meanwhile, a conservative research group has issued a “woke alert” for Coca-Cola’s support of transgender women participating in women’s sports.

Consumer Research also criticized Coca-Cola for saying, “DEI is at the heart of our values.”

Coca-Cola, according to its website, has approximately 530 million consumers in Latin America.