Target is facing a 40-day consumer boycott beginning Wednesday after rolling back its diversity, equity, and inclusion (DEI) initiatives. The boycott, led by Dr. Jamal Bryant, pastor of New Birth Missionary Baptist Church in Atlanta, is framed as a “fast” from the retailer during Lent to show the economic power of Black consumers.
“We’re asking people to divest from Target because they have turned their back on our community,” Rev. Bryant told CNN.
However, some Black business owners worry that the boycott could have unintended consequences. Many rely on Target’s nearly 2,000 stores and online platform for exposure and sales, reported the New York Post.
“If you don’t buy our products in Target, they will cancel us from their shelves and make us buy back the products they already purchased from us,” Black-owned doll brand Beautiful Curly Me said in an Instagram post.
Time of struggle
The boycott comes at a challenging time for the retailer, which announced Tuesday that it expects flat sales in 2025.
On Tuesday, President Trump’s long-threatened tariffs on Canada and Mexico took effect, putting markets in Asia, Europe, and the U.S. on edge and sparking retaliatory measures from trade partners, including China.
At the same time, U.S. consumers have been cutting back on discretionary spending as grocery prices remain high. Target, which relies heavily on sales of nonessential items like clothing and electronics, is particularly vulnerable to these shifts.
Drawing back DEI
Target’s decision to end its DEI programs in late January drew backlash from social justice advocates, in addition to Rev. Bryant.
The move came just days after the White House called for a federal DEI ban, prompting several companies to reassess their own initiatives.The retailer concluded its Racial Equity Action and Charge initiatives, stopped all external diversity-focused surveys, and changed its “Supplier Diversity” team to “Supplier Engagement.”
However, Target has faced particularly intense scrutiny, in part due to its previous high-profile commitments. Months after the murder of George Floyd, Target pledged to increase its Black workforce by 20% throughout the company over three years and take other steps to “advance racial equity,” including establishing an executive Racial Equity Action and Change committee, according to CNN. The following year, Target pledged to spend more than $2 billion with Black-owned businesses by the end of 2025.
Target also gained attention in recent years for its Pride Month promotions and inclusive marketing, signaling a progressive brand stance.
“I know that focus on diversity and inclusion and equity has fueled much of our growth over the last nine years,” Target CEO Brian Cornell said in 2023. “I’m really proud of the work we’ve done in the DEI space.
Fast Company reached out to Target for a comment.