Ongoing Boycott of Target Over Diversity Policies

The boycott against Target Corporation began in February 2025, initiated by activists in response to the retailer's decision to scale back its diversity, equity, and inclusion (DEI) initiatives. These initiatives had been implemented following the murder of George Floyd, which spurred many corporations to enhance their diversity efforts. The affected programs included those aimed at supporting career advancement for Black employees and improving the shopping experience for Black consumers.

Boycott of Target Continues as Minnesota Organizers Reject End of Campaign

Recently, Jamal Bryant, senior pastor of New Birth Missionary Baptist Church in Stonecrest, Georgia, announced that the Target Fast boycott he led had concluded after discussions with Target's new CEO, Michael Fiddelke. Bryant indicated that Target had committed to fulfilling a pledge made in 2021 to invest $2 billion in Black-owned businesses, claiming that 97% of this commitment had been met. However, he acknowledged that Target had not reinstated its DEI policies.

One Target DEI boycott ends, but retailer still has work to do

Despite Bryant's announcement, organizers in Minneapolis, including Nekima Levy Armstrong, Monique Cullars-Doty, and Jaylani Hussein, have rejected claims that the boycott has ended. They assert that the grassroots movement remains active until Target restores and strengthens its DEI commitments. Armstrong emphasized, “The Target boycott is not over,” highlighting the ongoing demand for corporate accountability.

Black Enterprise MagazineBoycott of Target Continues as Minnesota Organizers Reject End of CampaignOne Target DEI boycott ends, but retailer still has work to do

The boycott has reportedly contributed to declining sales for Target, with CEO Michael Fiddelke acknowledging that the protest has impacted consumer trust and sales figures. Following the announcement of the DEI rollback, Target experienced a decrease in foot and web traffic, alongside a drop in revenue and market valuation. Activists claim that the boycott has led to layoffs affecting over 2,000 employees and significant leadership changes within the company.

One Target DEI boycott ends, but retailer still has work to do

Target has stated it is “more committed than ever to creating growth and opportunity for all,” and expressed a desire to continue engaging with communities. However, the company has not publicly indicated plans to reinstate its previous DEI policies. In contrast, community leaders have called for intensified efforts to hold Target accountable, asserting that the retailer has not made any concessions in response to the boycott.

One Target DEI boycott ends, but retailer still has work to do

Critics of the boycott, including some supporters of Bryant, argue that ending the protest without tangible results undermines the movement's goals. Nekima Levy Armstrong criticized the decision to call off the boycott, stating, “How can you call off a boycott focused on diversity, equity, and inclusion and have no results to show for it?” This sentiment reflects a broader concern among activists that Target's actions do not align with the commitments necessary for meaningful change.

Black Enterprise Magazine

The future of the boycott remains uncertain as organizers continue to push for the restoration of Target's DEI initiatives. Activists are urging consumers to maintain pressure on the retailer until it demonstrates a renewed commitment to equity and inclusion. The ongoing situation highlights the complexities of corporate accountability in the context of social justice movements.

Black Enterprise Magazine