Target is facing a 40-day consumer boycott beginning Wednesday due to its decision to scale back diversity, equity, and inclusion (DEI) initiatives.
“We’re asking people to divest from Target because they have turned their back on our community,” said Rev. Jamal Bryant, a well-known Atlanta-area megachurch pastor leading the boycott.
The boycott, which coincides with the start of Lent, follows recent changes Target made to its DEI programs. The company is also dealing with economic challenges, including potential tariffs that could affect its pricing and profitability.
On January 24, Target announced it would eliminate hiring targets for minority employees, dissolve an executive committee focused on racial justice, and adjust other diversity initiatives. The company introduced a new strategy called “Belonging at the Bullseye,” emphasizing its commitment to fostering inclusion while adapting to external pressures.
Target is among many major corporations scaling back DEI programs in response to legal challenges, activist pressure, and the possibility of federal scrutiny over such policies. Companies now face a balancing act—continuing diversity initiatives while avoiding potential legal action from conservative groups.
However, Target has faced stronger backlash from DEI advocates than many of its corporate peers. Protests erupted online, and Anne and Lucy Dayton, daughters of one of Target’s co-founders, condemned the company’s decision as “a betrayal.”
Compared to companies like Walmart, John Deere, and Tractor Supply, Target is under greater scrutiny because it took more significant steps in advancing DEI and has a more progressive customer base.
Target had been a leading proponent of corporate DEI efforts, particularly after the 2020 killing of George Floyd in Minneapolis, where the company is headquartered. It also built a reputation as a progressive employer, especially on LGBTQ+ issues.
“Black people spend upwards of $12 million a day, so we would expect some loyalty, some decency, and some camaraderie,” Bryant said.
Melissa Butler, CEO of the Lip Bar—a major Black-owned makeup brand sold at Target—expressed disappointment over the company’s shift. However, she voiced concern that the boycott could unintentionally hurt Black-owned businesses.
“We don’t want these minority businesses to suffer or to be impacted negatively,” she said.
Target did not comment on the boycott but reaffirmed its commitment to inclusivity, noting that it continues to offer products from Black and minority-owned vendors.
Signs of a potential impact on the company are already emerging. Foot traffic at Target, Walmart, and Costco has declined in recent weeks, but Target has seen the sharpest drop, according to data from Placer.ai, which tracks store visits through phone location data. However, the company noted that weather, economic conditions, and other factors could also contribute to the slowdown.
“The data shows a clear drop in traffic in late January into mid-February following the company’s step back from DEI,” said Joseph Feldman, an analyst at Telsey Advisory Group.
The boycott comes at a difficult time for Target, as it also faces tariff-related pressures and shifting consumer spending habits. The company reported that sales declined in February and expects only about 1% growth this year.
Target CEO Brian Cornell warned that tariffs on Mexican imports could soon lead to higher prices for produce. “Those are categories where we’ll try to protect pricing, but the consumer will likely see price increases over the next couple of days,” he said.