(CNN) – A nationwide consumer boycott against Target officially launched on March 5, 2025, coinciding with the start of Lent and urging participants to abstain from shopping at the retail giant for 40 days. This movement, known as the "Target Fast," is led by Pastor Jamal Bryant of New Birth Missionary Baptist Church, who criticized Target's recent rollback of its diversity, equity, and inclusion (DEI) initiatives.
More than 100,000 individuals have pledged to participate, primarily targeting consumers within Bryant’s congregations and members of the Black faith community. This boycott not only seeks to draw attention to the retailer’s policy changes but also to spotlight the economic influence of Black consumers, who reportedly spend around $12 million daily at Target. This data adds weight to the boycott's significance.
Pastor Bryant harshly condemned the retailer’s actions, noting, "The greatest insult come from Target, which pledged to spend over $2 billion with Black-owned businesses by the end of 2025, only to find out they stopped the program at the start of the year." His sentiments capture the community's frustration, particularly for consumers who believed these commitments would lead to sustained support for Black businesses.
Target, once celebrated for its commitment to diversity, plans to phase out various DEI initiatives including supplier recruitment and promotional goals for underrepresented groups. Kiera Fernandez, Target’s Chief Community Impact and Equity Officer, stated, "We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through commitment to inclusion, which we recognize as fundamental to our identity."
The decision to cut back on DEI programs follows months of shifting pressures from conservative groups and court rulings influencing corporate approaches to social issues. Many commentators suggest this movement reflects broader public dissent against what some perceive as excessive political correctness within corporate America.
This 40-day boycott serves not only as a direct protest against Target but is part of larger actions across various communities including previous one-day economic blackouts aimed at several corporations. On February 28, 2025, activists conducted such a blackout against big brands like Walmart and Amazon, as part of collective consumer resistance.
Bryant emphasizes the historical importance of maintaining progressive social policies, asserting, “The advances made during the civil rights movement are being pushed backwards with the cancellation of DEI.” His statement echoes growing fears among community leaders about the long-term effects of reducing diversity programming, especially as companies like Target had previously increased their DEI efforts dramatically following the high-profile incident involving George Floyd.
This year marks the fifth anniversary of Floyd's death, which ignited nationwide protests and calls for racial equality. Consequently, these incidents have led many companies to reevaluate their practices, and Target, which once actively engaged with the African American community, is now facing challenges as customer loyalty wanes.
Data released by Target indicated its sales had declined slightly over the previous month as the boycott approached, raising concerns about the financial impact this protest might yield. Target reported approximately $106.6 billion in net sales last year — down by 0.8% from the previous year — something analysts suggest may be exacerbated by consumer backlash.
Certainly, the boycott's effects are already manifesting, with early reports indicating Target experienced the largest decline of foot traffic across numerous retailers at 9%. Analysts like R.J. Hottovy from Placer.ai argue this trend reflects increasing consumer discontent as economic pressures mount.
Looking forward, the Target boycott stands as more than just consumer activism; it taps deeply charged social sentiments, rallying individuals around purposeful economic action against companies deemed untrustworthy. “We are called to resist systems of exclusion and inequity,” the Target Fast website declares, underlining the emotional stakes of this protest.
With the boycott expected to last through April 17, it raises questions about the future commitment of major retailers to DEI initiatives and whether they can remedy the fractures caused by retracting policies once heralded as transformational. The success of these efforts may hinge on continued engagement with local leaders who stress the importance of fair representation and active support for communities.
Finally, with consumer demand fluctuated against tariffs and overall economic uncertainty, it remains to be seen how this collective effort will shape not only Target’s immediate future but the broader retail market and its stance on social responsibility. Can this concentrated effort lead to substantive changes, or will it reinforce existing trends of disengagement with community commitments? Only time will tell as this 40-day fast progresses.