Minneapolis - Civil rights activists rallied outside the headquarters of Target Corp. on Thursday to advocate for a national boycott of the retail giant following its recent announcement to scale back diversity, equity, and inclusion (DEI) initiatives. This significant move has drawn condemnation from numerous community leaders, who argue it undermines progress made since the killing of George Floyd.
Last Friday, Target's decision to retreat from its DEI programs was publicly shared, marking a shift similar to those made by competitors like Walmart amid mounting political pressure. Activist Nekima Levy Armstrong, founder of the Racial Justice Network, led the rally, emphasizing the importance of this decision. "We are here today to raise our voices in opposition to Target's decision to roll back their diversity equity and inclusion initiatives, policies, and investments," she stated emphatically.
The rally, which coincided with the start of Black History Month, was marked by both disappointment and determination. Participants included long-time Target shoppers and members of various local Black Lives Matter chapters, indicating the widespread dissatisfaction with the corporate giant's perceived retreat from progressive values. Levy Armstrong expressed astonishment at the company’s decision, stating, "We thought they would hold the line. But instead, they acted cowardly, bowing down to the Trump administration.”
Local activist Jaylani Hussein, who heads the Minnesota chapter of the Council on American-Islamic Relations, reinforced this sentiment, urging supporters nationwide to boycott the retailer. “If you were moved to do something good after the murder of George Floyd, it is time for you to stand up and boycott Target,” he urged the crowd.
At the press conference, organizers invited participants to express their dissent by cutting up their Target charge cards and emphasized the importance of supporting companies committed to DEI practices. The protest took on celebratory tones, featuring speeches, prayers, and music from a brass band, all underscoring the community's resolve. Activists also highlighted Costco's reaffirmation of its own DEI commitments as deserving of support through consumer choices moving forward.
The frustrations expressed stem from the historical backdrop where Target, known for its advocacy of racial and LGBTQ+ rights, had previously enhanced its DEI initiatives significantly following the protests against racial injustice post-Gloyd's death. Armstrong remarked on how this rollback feels like a betrayal to not only the impacted communities but also to the principles of equity over the corporate bottom line. She noted, "Target has not reached out to local Black leaders. Everything they have done for the community feels like window dressing now."
Alongside them, Monique Cullars Doty, co-founder of Black Lives Matter Minnesota, voiced her strong belief in the necessity of DEI programs stating, "This is extremely important. When our companies look like the community they serve, we get the best outcomes for all."
Despite rising tensions, some Black entrepreneurs whose goods are sold at Target expressed concern about the potential fallout of this boycott. They urged consumers to support their products directly, rather than completely withdrawing their patronage from Target. Innovator Chantel Powell pleaded, "We don’t want outright boycotts, but clearing the shelves would show Target the depth of our feelings.”
This increasing discord has reached institutions such as Twin Cities Pride, which recently withdrew Target as a sponsor stating, "The community is disappointed."
Akshay Rao, a marketing professor at the University of Minnesota, cautioned against Target's actions, emphasizing the risk of alienation. "Not incorporating diverse perspectives limits our ability to engage with significant consumer demographics, potentially benefiting competitors ready to welcome them."
Target characterized its decision to withdraw from DEI commitments as embracing new visions and strategies, as noted in internal communications from Kiera Fernandez, Target's chief community impact and equity officer. She emphasized the necessity for the company to stay aligned with changing external environments, signaling to employees the hope for enhanced inclusivity even without dedicated DEI programs.
Despite these reassurances, activists remain resolute, advocating for immediate reversals of the latest decisions. The message echoed loudly at Thursday’s rally: “Target must reconsider its position, or face the full wrath of our community's boycott.”