Do you know any info on who came up with it and what their goals are? Boycotts can have an impact, but I'm wondering if there's any organization and/or demands behind it. Don't want to be criticizing unfairly, just concerned that it's not something that can be "claimed" as an action with a specific purpose and therefore will be ignored easily.

It would be more impactful if Americans just stopped buying anything owned by Pepsi and Coke. That would have a crazy effect on the economy in a matter of days.