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Minneapolis — Civil rights activists gathered outside Target Corp.’s headquarters on Thursday, calling for a nationwide boycott of the retailer following its decision to phase out its diversity, equity, and inclusion (DEI) initiatives.
Target announced on January 24 that it would eliminate its DEI goals, which previously aimed to increase Black employee representation, improve Black shoppers’ experiences, and support Black-owned businesses. The company is also rolling back efforts to promote the hiring and advancement of women, minorities, LGBTQ+ individuals, and veterans. The decision aligns with similar moves by Walmart and other major U.S. companies, as DEI initiatives face increasing conservative opposition and policy shifts under President Donald Trump’s administration.
“A Betrayal of Values”
Nekima Levy Armstrong, a veteran civil rights attorney and founder of the Racial Justice Network, led the call for a boycott, urging consumers to stop shopping at Target starting Saturday, February 1—the first day of Black History Month. Speaking at a press conference outside the company’s headquarters in downtown Minneapolis, Levy Armstrong condemned Target’s decision as a betrayal of the community that has long supported the retailer.
“For decades, Target has benefited from nearly unfettered support from Minnesota residents, families, and consumers all around the country,” Levy Armstrong said to AP. “In the past, Target was known for its diversity initiatives and its reputation for supporting diverse communities. Now, Target has shown its true face by deciding to roll back its focus on diversity, equity, and inclusion by putting profits and politics over people.”
Monique Cullars-Doty, co-founder of Black Lives Matter Minnesota, questioned the timing of Target’s announcement. “We do not believe it is a coincidence that Target made this decision after the holiday shopping season and roughly one week before the start of Black History Month,” she said.
Speakers at Thursday’s rally issued two key calls to action: for employees to speak up against the rollback and for consumers to shop elsewhere.
Target Faces Backlash from Civil Rights Leaders
Jaylani Hussein, executive director of the Minnesota chapter of the Council on American-Islamic Relations (CAIR), said the reversal was particularly shocking given Target’s response following the 2020 police killing of George Floyd in Minneapolis.
“If you had told me during those months after George Floyd’s murder that we would be here today, talking about Target reversing its decision, I wouldn’t have believed it,” Hussein said, according to Minnesota State Tribune. “If you were moved to act after the murder of George Floyd, now is the time to stand up and boycott Target.”
Local Black Lives Matter groups are among the organizers of the boycott. During the announcement, some participants cut up their red Target charge cards in protest, while others encouraged DEI supporters to shop at Costco, which recently reaffirmed its commitment to diversity.
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Despite the serious message, the rally had an energetic atmosphere. A New Orleans-style brass band played protest songs, including Bob Marley’s “Get Up, Stand Up.” Participants also joined in prayer before the speeches began.
Target’s Response and Philanthropic Future
Target did not immediately respond to requests for comment. However, in an internal memo to employees last week, Kiera Fernandez, Target’s chief community impact and equity officer, described the DEI rollback as a “next chapter” in the company’s human resources and customer engagement strategy.
“As a retailer serving millions daily, we must adapt to the evolving landscape,” Fernandez wrote.
The move has also raised concerns about Target’s philanthropic commitments. A company spokesperson told the Associated Press that the “recent update does not impact Target Foundation giving” but noted that the foundation would continue evaluating how best to support organizations and communities.
One immediate consequence of Target’s decision was a backlash from Twin Cities Pride, a longtime partner, which announced that Target would not be welcome at this year’s Pride celebration and renounced $50,000 in funding from the company. Within 24 hours, community donations replaced the lost funds.
Impact on Black-Owned Businesses
The boycott movement has sparked debate among Black business owners who sell their products through Target. Some fear that reduced sales could harm their brands. Tabitha Brown, who sells kitchenware through Target, expressed understanding for the frustration but urged consumers to consider the broader impact of a boycott.
“If we all decide to boycott and stop spending money at these organizations, so many of us will be affected, and our sales would drop,” Brown said in an Instagram video.
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In response, activists encouraged consumers to support Black-owned brands by purchasing directly from their websites rather than through Target.
“We are asking people to go on their websites and buy directly from those Black companies,” Levy Armstrong said. “Because Target will not see one of our Black dollars.”
With tensions high, activists say this is just the beginning of their efforts to hold corporations accountable for their diversity and racial justice commitments. Levy Armstrong and Hussein indicated they would partner with national organizations to expand the boycott and explore additional actions in the coming weeks.
