Target is bracing for a 40-day consumer boycott starting Wednesday, triggered by the company’s rollback of diversity, equity, and inclusion (DEI) policies. The boycott, initiated by Rev. Jamal Bryant, a well-known Atlanta-area megachurch pastor, coincides with the start of Lent and comes at a time when Target is already dealing with economic hurdles, including potential tariff impacts.
“We’re asking people to divest from Target because they have turned their back on our community,” Bryant stated in an interview with CNN.
This move follows Target’s decision to scale back its DEI initiatives, including eliminating minority hiring goals and dissolving an executive committee focused on racial justice. The retailer insists that its new strategy, “Belonging at the Bullseye,” introduced last year, is still committed to fostering inclusivity while adapting to external pressures.
Target’s DEI Shift Sparks Backlash
On January 24, Target announced significant changes to its DEI programs. These adjustments included removing specific hiring targets for minority employees and disbanding committees focused on racial equity. The company emphasized its commitment to fostering a welcoming environment but acknowledged the need to “stay in step with the evolving external landscape.”
The changes came amid growing scrutiny of corporate DEI policies. Several Fortune 500 companies have scaled back such initiatives due to legal challenges, activist pressure, and political opposition. The Trump administration has also signaled potential legal action against what it calls “illegal DEI” efforts.
However, few companies have faced as much pushback as Target. DEI supporters, including prominent figures and the daughters of a Target co-founder, have criticized the move as a “betrayal.”
Why Target Faces Greater Scrutiny Than Competitors
Unlike competitors such as Walmart and John Deere, Target has historically positioned itself as a progressive brand. Following George Floyd’s murder in Minneapolis—where Target is headquartered—the company took a leading role in corporate DEI efforts, pledging support for racial justice and LGBTQ+ inclusion.
This history has made the company particularly vulnerable to backlash from DEI supporters. Bryant emphasized the economic influence of the Black community, stating, “Black people spend upwards of $12 million a day, and so we would expect some loyalty, some decency, and some camaraderie.”
Impact on Black-Owned Businesses
The boycott raises concerns about potential collateral damage to Black-owned brands that partner with Target. Melissa Butler, CEO of The Lip Bar—a major Black-owned makeup company stocked at Target—expressed disappointment over Target’s policy shift but warned that the boycott could unintentionally harm minority entrepreneurs.
“We don’t want these minority businesses to suffer or to be impacted negatively,” Butler shared on TikTok.
Target has not directly responded to calls for a boycott but reiterated its commitment to diversity, stating that it continues to support minority-owned brands.
Consumer Response and Business Challenges
Data suggests that Target’s recent DEI shift has already affected consumer behavior. According to Placer.ai, foot traffic to Target locations has declined more sharply than competitors like Walmart and Costco in recent weeks. Analysts caution that other factors, such as economic conditions and weather, may also be contributing to the downturn.
Joseph Feldman, an analyst at Telsey Advisory Group, noted in a client report that Target saw a significant drop in store visits from late January to mid-February following its DEI rollback.
The company is also facing additional economic pressures, including consumer spending slowdowns and rising costs from tariffs. On Tuesday, Target reported a decline in February sales and projected only a 1% sales growth for the year.
Tariffs and Price Increases Add More Pressure
Adding to its challenges, Target CEO Brian Cornell warned that upcoming tariffs on Mexican imports—proposed by former President Trump—could force the retailer to raise prices on essential goods like fruits and vegetables.
“Those are categories where we’ll try to protect pricing, but the consumer will likely see price increases over the next couple of days,” Cornell stated in an interview with CNBC.
Target’s heavy reliance on Mexican produce imports during winter makes the company particularly susceptible to tariff-related cost increases. The retailer also cautioned that “tariff uncertainty” may impact its profitability in the upcoming quarter.
The 40-day boycott against Target arrives at a precarious time for the retailer, which is already grappling with declining foot traffic and economic headwinds. While Target insists it remains committed to diversity and inclusion, critics argue that its policy shifts represent a retreat from its previous commitments.
As the company navigates mounting pressures from both DEI supporters and economic forces, its next steps could determine the long-term impact on its brand reputation and bottom line.
For more updates on this developing story, visit inews.
