Civil Rights Activists Call For Nationwide Target Boycott Over DEI Cuts
Activists urge consumers to shift support to Black-owned businesses amid Target's controversial decision to phase out its diversity, equity, and inclusion initiatives.
MINNEAPOLIS (AP) — Civil rights activists gathered outside the headquarters of Target Corp. on Thursday to call for a national boycott of the retailing giant over its decision to phase out its diversity, equity, and inclusion initiatives. Target announced last Friday its plan to join competitor Walmart and several prominent American brands in scaling back their DEI initiatives, which have come under attack from conservatives and the new administration of President Donald Trump.
Nekima Levy Armstrong, a veteran civil rights lawyer based in Minneapolis and founder of the Racial Justice Network, joined fellow activists at the rally urging people to kick off the boycott on Saturday—the first day of Black History Month. Many attendees had been loyal Target shoppers until now. Levy Armstrong expressed disbelief, stating, "We were stunned. We thought they would stand firm on the values we all share. Instead, they acted cowardly, bowing down to the Trump administration. We will not bow down. We will not step back, and we will not turn around."
Jaylani Hussein, executive director of the Minnesota chapter of the Council on American-Islamic Relations, stated the need to hold Target accountable, especially as the company is headquartered where the murder of George Floyd provoked a national reckoning with racial injustice. "The good people of this state are saying to our friends all over the country, ‘If you were moved to act after George Floyd's murder, now is the time to stand up and boycott Target,’" Hussein declared.
Organizers for the boycott include local Black Lives Matter chapters. During the announcement, some speakers ceremoniously cut up their distinctive red Target charge cards, advocating for DEI supporters to shop at Costco, which recently reaffirmed its commitment to diversity and inclusion. Despite the gravity of their message, the rally maintained a festive atmosphere, complete with New Orleans-style brass band music and protest songs like Bob Marley’s “Get Up, Stand Up.” Before speeches commenced, participants formed circles for prayer.
Target, once lauded as a champion for Black and LGBTQ+ rights, did not immediately comment on the boycott call. Nonetheless, Kiera Fernandez, the company’s chief community impact and equity officer, described their choice to retire diversity goals as part of "a next chapter" of its human resource and customer engagement strategy. "We understand the importance of staying in step with the changing external environment," she noted.
Levy Armstrong lamented Target's lack of communication with local Black leaders, expressing disappointment and skepticism about the authenticity of the corporation's previous commitments to racial equity. She argued, "Target knows what its commitment to diversity, equity, and inclusion means to this community. We are focusing on Target first, but all companies must be held accountable for their actions. They should not have access to our dollars."
Activists also called on established civil rights organizations, influenced by Target’s philanthropy, such as the NAACP and the Urban League, to join the growing opposition to the company's recent decision. Levy Armstrong and Hussein expressed intentions to collaborate with national organizations to raise awareness about the boycott and explore other strategic actions.
Concerns have surfaced from several Black-owned businesses, whose products are sold at Target, about how the boycott might impact them. Founders of brands like The Doux and Camille Rose have voiced apprehension about the potential negative effects of wider boycott actions. Nonetheless, the Minneapolis organizers suggest consumers can still support these Black businesses directly by purchasing from their online platforms. "We are asking people to buy directly from those Black companies because Target will not benefit from our Black dollars," Levy Armstrong affirmed.