Published Feb 14\, 2025 (Newsweek.c om)
\nActivists Call For Target Boycott Af ter DEI Reversal
\n\nReporter\, Consumer & Social Trends
\nNewsw eek Is A Trust Project MemberFOLLOW
\nAn Atlanta-based pastor plans a boycott o f Target next month th at could potentially go nationwide.
\nTarget has received pushback a fter changing its diversity\, e quity and inclusion (DEI) policies.
\nWhy It Matters
\nTarget was one company of many that said it would get rid of some DEI initiatives after President Donald Trump mandated the end of federal DEI programs.
\nAlso in response to Trump\, PBS said it would be closing its DEI office. Amazon and Google are updating their DEI initiatives\, as wel l.
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What To Know
\nMore than 50\,000 have signed a petition against Target that was started by Atlanta-based New Birth Missionary Baptist Church Past or Jamal Bryant.
\nBryant originally advocated for his church congre gation to participate in a 40-day fast of Target shopping\, and the messag e has now gained traction online.
\nThe boycott is set to begin Marc h 5 as a way to protest the recent changes Target is implementing when it comes to DEI.
\nWhile Target invested in a DEI program to help Black employees and committed $2 billion to support Black-owned businesses in 2 021\, the company reversed stance on those initiatives this month.
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“ Historically\, the Black church has always been the centerpiece of the civ il rights movement\,” Bryant told local station WAGA-TV in Atlanta. “If th ey start losing $29 million a day for 40 days\, we will break the back of the system.”
\nMore retailers could be at risk of being boycotted\, as Bryant said Target was just the first to focus on with the 40-day fast.
\nNewsweek reached out to Target for comment via email.
\nWhat People Are Saying
\nNe w Birth Missionary Baptist Church Pastor Jamal Bryant told WAGA: “Black people spend on average $12 million a day in Target\, so with that large of a consumption pie\, we need to be treated with a great decibel of respect.”
\nMichael Ryan\, a finance expert and the founder of MichaelRyanMoney.com\, told Newsweek: “Their brand p ositioning created higher expectations around social responsibility. When they retreated from DEI commitments\, their core urban professional demogr aphic saw it as a betrayal of stated values.”
\nKevin Thomps on\, a finance expert and the founder and CEO of 9i Capital Group\, told < em>Newsweek: “Target was one of many companies that pledged to increase diversity following the nationally televised death of a Black citizen at the hands of a police officer. The rollback of these initiative s has left many feeling disillusioned\, viewing it as another example of c orporate profit being prioritized over people. For the Black community\, t his serves as a reminder that economic power—rather than votes—often drive s meaningful change.”
\nAlex Beene\, a financial literacy in structor for the University of Tennessee at Martin\, told Newsweek: “This boycott is the latest in a string of economic initiative s being aimed at big-box retailers like Target over their decision to roll back DEI policies for hiring and training at a corporate level. This one p articularly narrows in on Target\, which gained many headlines with its de cision to eliminate DEI from company protocol. With something like this bo ycott\, it’s hard to say how much steam it will pick up.”
\nWhat Happens Next
\nRyan said the Target boycott could make a substantial impact\, as the company’s stock is already tradin g between $100 to $140 compared to $160 before the controversy.
\n“T arget’s attempt to find middle ground in a polarized environment appears t o be backfiring\,” Ryan said. “Companies today must either fully commit to their stated values or avoid taking social positions entirely. Half-measu res open you up to criticism from all sides.”
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