Target, one of the largest retailers in the United States, is facing a 40-day consumer boycott that started on Wednesday. The movement, led by Rev. Jamal Bryant, is in response to the company’s recent changes to its diversity, equity, and inclusion (DEI) policies. The boycott, which coincides with Lent, comes at a time when Target is already navigating economic challenges, declining sales, and increased competition.
In this blog, we will explore the reasons behind the boycott, its potential impact on Target, and the broader implications for corporate DEI initiatives.
Why is Target Facing a Boycott?
The boycott stems from Target’s decision to scale back its DEI initiatives, a move that many see as a retreat from its previous commitments to diversity. On January 24, Target announced several changes, including:
Eliminating hiring goals for minority employees
Dissolving an executive committee focused on racial justice
Shifting towards a new corporate strategy called “Belonging at the Bullseye”
While Target insists that it remains committed to inclusivity, critics—including prominent Black community leaders—see these changes as a betrayal of the company’s progressive values.
The Role of DEI in Corporate America
DEI programs have been widely adopted by major corporations in the past decade, particularly following the racial justice protests of 2020. These initiatives focus on increasing representation, supporting underrepresented employees, and ensuring fair hiring and promotion practices.
However, recent political and legal challenges have led several companies, including Target, to scale back their DEI efforts. These changes are influenced by:
Conservative legal challenges questioning the legality of race-based hiring and promotion goals
Government scrutiny, including threats from the Trump administration to investigate corporate DEI policies
Consumer backlash from both progressive and conservative groups
While some businesses have quietly modified their DEI programs, Target’s shift has triggered one of the most intense reactions from supporters of diversity initiatives.
Who is Leading the Boycott?
The boycott was launched by Rev. Jamal Bryant, a well-known Atlanta-based megachurch pastor and community activist. Bryant has been vocal about the economic power of Black consumers, stating:
“Black people spend upwards of $12 million dollars a day, and so we would expect some loyalty, some decency and some camaraderie.”
Bryant’s call to action has gained traction among civil rights groups, Black community leaders, and DEI advocates who feel Target’s decision undermines progress made in corporate inclusivity.
The Reaction from Target and Its Founders’ Family
Target has not publicly commented on the boycott. However, a company spokesperson emphasized that Target remains committed to inclusivity and continues to offer a wide range of products from Black-owned and minority-owned businesses.
Despite this, the company is facing internal and external criticism, including from members of its founding family. Anne and Lucy Dayton, the daughters of one of Target’s co-founders, called the company’s decision a “betrayal” of its legacy. Their remarks have intensified the debate over Target’s corporate values and its long-term commitment to diversity.
The Economic Pressure on Target
The boycott comes at a time when Target is already facing significant financial pressures, including:
Declining consumer spending due to inflation and economic uncertainty
Increased tariffs affecting supply chains and product pricing
Tough competition from retail giants like Walmart and Amazon
Target recently reported a drop in sales in February and projected only 1% growth for 2024, indicating weaker consumer demand. The additional impact of a boycott could further strain the company’s revenue.
Early Signs of Consumer Backlash
Recent data suggests that Target’s customer traffic has already declined following the DEI changes. According to Placer.ai, which tracks retail visits through phone location data:
Foot traffic at Target, Walmart, and Costco slowed over the past four weeks
Target saw the largest decline compared to its competitors
Analysts note a clear drop in visits from late January to mid-February, coinciding with the company’s policy shift
While other factors, such as weather and economic conditions, could also play a role, the timing suggests that consumer reaction to the DEI rollback is impacting Target’s sales.
The Impact on Black-Owned Businesses in Target
One of the biggest concerns about the boycott is its potential impact on Black-owned brands that sell products at Target. Melissa Butler, CEO of The Lip Bar, one of the largest Black-owned beauty brands in Target, expressed her concerns on TikTok:
“We don’t want these minority businesses to suffer or to be impacted negatively.”
While some support the boycott to hold Target accountable, others worry that Black entrepreneurs who depend on Target for distribution could face unintended consequences. This has created a complex debate within the Black business community about the most effective way to respond.
What Happens Next?
The long-term effects of the boycott remain uncertain, but there are several possible outcomes:
Target may reconsider its DEI rollback if the boycott significantly impacts sales and public perception.
More corporations could adjust their DEI strategies based on consumer reactions to Target’s situation.
The boycott could gain momentum if other activists and organizations join the movement.
Target’s progressive customer base may shift their loyalty to competitors that maintain stronger DEI commitments.
Target is now in a delicate position, caught between political, financial, and consumer pressures. How the company navigates this crisis could shape the future of corporate DEI strategies across the retail industry.
Conclusion
Target’s 40-day boycott is more than just a temporary consumer protest—it represents a larger cultural and economic debate over corporate responsibility, diversity, and public accountability. As businesses face growing pressure from both sides of the political spectrum, they must carefully balance their commitments to inclusivity, financial stability, and customer expectations.
Whether the boycott leads to significant change at Target—or simply highlights broader corporate trends—remains to be seen. But one thing is clear: the conversation around diversity in corporate America is far from over.
What do you think about Target’s DEI policy changes? Do you support the boycott, or do you think there’s another solution? Share your thoughts in the comments below!
