Target is at the center of a growing controversy as a group of activists and community leaders launch a 40-day boycott against the retailer. Also called “Target Fast” by many activists, the boycott comes as a direct response to Target’s recent decision to scale back its diversity, equity, and inclusion (DEI) initiatives—a move that has sparked widespread criticism among minority communities and progressive activists.
Why Target Is Being Boycotted?
The boycott was initiated by Rev. Jamal Bryant of New Birth Missionary Baptist Church in Atlanta, who has called on consumers, particularly within the Black community, to divest from Target for 40 days during Lent. In his passionate appeal, Bryant argued, “We’re asking people to divest from Target because they have turned their back on our community.” His remarks come in response to Target’s recent announcement that it would alter several of its DEI efforts.
In late January, Target revealed plans to end its three-year DEI goals, shut down its Racial Equity Action and Change (REACH) initiatives, and stop conducting external diversity-focused surveys. The retailer also renamed its “Supplier Diversity” team to “Supplier Engagement,” signaling a shift away from policies that many minority customers and business owners viewed as essential to promoting inclusivity and equity.
Critics argue that Target’s rollback of DEI initiatives is a betrayal of the diverse customer base that has helped make the retailer successful. Data from Numerator indicates that approximately one in eight Target shoppers is Black—a community that has long shown strong loyalty to the brand. Rev. Bryant pointed out that Black consumers spend upwards of $12 million a day at Target, suggesting that such significant patronage should come with an expectation of unwavering support for diversity and inclusion.
Impact on Small Businesses
The boycott has raised concerns about the broader implications for minority-owned businesses that rely on Target for significant visibility and revenue. For instance, some minority business owners worry that Target’s reduced focus on DEI could lead to fewer opportunities and diminished support for products that celebrate cultural diversity. Social media discussions have highlighted fears that if the boycott succeeds, Target may be forced to reconsider its stance, potentially benefiting minority businesses in the long run.
For many, the decision to scale back DEI programs is seen as part of a broader trend among major corporations that have retreated from their progressive commitments in recent years. The rollback follows similar moves by other companies, but Target’s actions have struck a particularly nerve among its loyal customers. Activists are not only boycotting the store but are also urging shareholders to offload Target stock in a bid to force corporate change.
Target’s Response to The Boycott
In response to the backlash, Target’s Chief Community Impact and Equity Officer, Kiera Fernandez, stated that the company remains committed to fostering an inclusive environment. “We remain focused on driving our business by creating a sense of belonging for our team, guests, and communities through a commitment to inclusion,” Fernandez said. However, the company also emphasized that it was concluding its current DEI goals as planned, which has not satisfied many of its critics.
This corporate strategy reflects a tension between pursuing business efficiency and meeting the social and cultural expectations of an increasingly diverse customer base. As Target reports nearly $106.6 billion in net sales for 2024—down slightly from the previous year—critics argue that these DEI rollbacks could have longer-term negative impacts on both the company’s brand and its financial performance.
Target Boycott 2025 On Your Bingo Card?
As the boycott, now often referred to as the Target Boycott 2025, gets underway, its organizers plan to monitor consumer behavior closely. They aim to gather data on how the 40-day boycott impacts Target’s traffic, sales, and overall brand perception. The insights gleaned from this period could serve as a critical indicator for other companies grappling with similar DEI policy changes.
Stay tuned for updates on the 40-day boycott of Target and as more impact of the backlash when that information becomes available.
