Target Corporation is facing significant public backlash and calls for nationwide boycotts following its announcement to roll back several of its Diversity, Equity, and Inclusion (DEI) initiatives. Last week, the retail giant disclosed plans to discontinue its Racial Equity Action and Change (REACH) program by 2025 and stop participating in external diversity-focused surveys, moves described by many as disappointing steps backward.
The company’s decision, set against the backdrop of increased political pressures, has sparked outrage among activists and community leaders, particularly within the Twin Cities. On February 1, 2025, the start of Black History Month, leaders held press conferences outside Target’s corporate headquarters, calling for supporters to boycott the retailer indefinitely. “For some reason, Target didn't understand... its decision was not only offensive, but it's bad for business,” said Nekima Levy Armstrong, civil rights attorney and founder of the Racial Justice Network. She denounced the retailer's retreat from DEI commitments, emphasizing the disappointment felt by those who viewed Target as a progressive ally.
During the rally, it was noted by various speakers, including Jaylani Hussein, Executive Director of CAIR MN, “Boycotts work. You choose where your dollar goes. Dollar diplomacy works.” Activists engaged community members with music and speeches characterized by passionate pleas to reconsider shopping at Target, urging solidarity among those committed to racial justice and equity.
Several organizations, including Twin Cities Pride, have formally severed ties with Target. They view the company’s changes as undermining commitments made following the murder of George Floyd by Minneapolis police officers, which initially framed Target as a champion for racial equity. The Pride organization called the move “cowardly,” echoing sentiments expressed by many who feel betrayed. Monique Cullars-Doty, co-founder of Black Lives Matter Minnesota, stated, “We do not believe it is a coincidence... Black creators... will undoubtedly be impacted by this boycott.”
Meanwhile, the boycott poses additional concerns for Black-owned businesses partnered with Target, such as The Doux and Lip Bar, pressing leaders to navigate the potential economic ramifications carefully. Some entrepreneurs voiced fears over declining sales as the campaign gains momentum. Tabitha Brown, one such entrepreneur, expressed anxiety about the visibility of their products diminishing if consumer purchasing habits shift due to the boycott.
Activists have called for consumers supportive of DEI principles to buy directly from Black companies rather than patronize Target stores. This recommendation serves as both support for Black business and as a rejection of Target's latest policies. Levy Armstrong, articulately stated, “Target knows what its presence and its commitment to diversity, equity and inclusion means to this community.”
Target's retraction from its DEI projects aligns with broader trends seen across major corporations, including Walmart and Amazon, which have also scaled back their diversity commitments recently. There is concern among consumers and shareholders about whether businesses are caving to political pressures. The shift follows several years of intense backlash against DEI initiatives from various factions, particularly from conservative activists and political movements.
Many attendees at the rally expressed discontent, having previously admired Target's bold commitment to inclusivity, especially after the 2020 protests for racial justice. “We thought they would hold the line,” Levy Armstrong lamented, indicating the community's expectations for the retailer—an expectation now shattered.
Local leaders are not stopping with the current calls for boycott. They've invited other civil rights groups, including the NAACP and Urban League, to join their opposition. They anticipate collaboration with national organizations to bolster outreach and pressure Target to reconsider its decision.
The immediate economic impact of this movement will be felt most acutely by marginalized communities, who are at risk of losing opportunities if the company fails to reverse its recent policies. Several organizers invited patrons of DEI-friendly companies to engage with brands like Costco, which has reaffirmed its commitment to diversity initiatives.
Activists believe the momentum gained over the weekend's events could lead to significant changes at Target and hope to keep the pressure on until the company responds. “If we bring this boycott, I promise you, before the end of Black History Month, Target will reverse its course,” Hussein proclaimed.
While Target did not immediately comment on the calls for boycott, the company had previously framed the withdrawal from DEI programs as simply part of their 'next chapter'—a puzzling perspective for consumers who feel betrayed. Activists remain steadfast, promising to hold Target accountable for the consequences of its decisions on local communities, particularly those of color.
The future of Target’s relationship with its once-dedicated customer base remains uncertain as consumers make choices reflecting their values and prioritizing brands committed to diversity, equity, and inclusion.