Retail giant Target is facing a 40-day boycott over its decision to scale back its diversity, equity and inclusion initiatives.
The boycott began Ash Wednesday and coincides with Lent, the 40-day period before Easter that Christians observe by fasting. It is led by the Rev. Jamal-Harrison Bryant of New Birth Missionary Baptist Church in Georgia, who has called on the Black faith community to stop shopping at Target until the company reinstates its DEI commitments.
“We called on a fast from Target because we believe that the company’s change in position is a slap in the face,” Mr. Bryant told USA Today. “Black people, on average, spend $12 million a day at Target. The fact of the matter is that Target made a pledge to our community after the killing of George Floyd … To walk away from it is insult to injury.”
The Minneapolis-based retailer, once a corporate leader in DEI efforts, announced in late January that it would end external diversity-focused surveys, eliminate hiring goals for minority employees, and dissolve its Racial Equity Action and Change (REACH) committee in 2025.
Target framed the move as part of its evolving “Belonging at the Bullseye” strategy, designed to foster inclusion while responding to shifting political and legal pressures on corporate DEI programs.
Mr. Bryant’s “Target Fast” movement has secured 110,000 pledges, with participants committing to forgo Target purchases and divest from its stock. The organizers are demanding that Target:
• Honor its $2 billion pledge to Black businesses.
• Deposit $250 million into Black-owned banks.
• Fully reinstate its DEI programs.
• Establish retail training centers at ten historically Black colleges and universities.
The boycott comes at a difficult time for Target. The retailer reported a drop in sales for February and a 9% decline in foot traffic — the steepest drop among major companies such as Walmart and McDonald’s, according to data from location analytics firm Placer.ai.
Analysts suggest the boycott may be contributing to Target’s struggles, alongside economic uncertainty and new tariffs that could raise consumer prices.
But some Black-owned businesses that rely on Target for distribution have voiced concerns about the boycott’s unintended consequences.
Melissa Butler, CEO of Target-sold makeup company The Lip Bar, told CNN the well-intentioned movement could hurt the very people it’s supposed to help.
“We don’t want these minority businesses to suffer or to be impacted negatively,” Ms. Butler said.
Target has not directly addressed the boycott but maintains that it is still committed to fostering an inclusive shopping environment.
“We remain focused on driving our business by creating a sense of belonging for our team, guests, and communities through a commitment to inclusion,” Kiera Fernandez, Target’s Chief Community Impact and Equity Officer, told employees in response to the boycott, Fox News reported.
Mr. Bryant and other organizers say they’re prepared for a long fight if the company refuses to meet their demands.
“Because Target is publicly traded, we’ll be able to gauge the economic impact of 110,000 people not going and diverting their funds in a different way,” Mr. Bryant told USA Today. “If the board and the CEO of Target remain steadfast, then we’re committed to sojourn until there is an adjustment.”
The Washington Times has reached out to Target for comment.
