Black Faith Leaders Launch 40-Day Boycott of Target Over DEI Retreat
A significant protest is brewing against Target, the Minneapolis-based retail giant, as Black faith leaders spearhead a 40-day boycott commencing on Wednesday. This action, framed as a "fast" from shopping at Target, is a direct response to the retailer’s recent decision to roll back its Diversity, Equity, and Inclusion (DEI) initiatives. The move has sparked outrage among some consumers, particularly within the Black community, who feel betrayed by a company that once championed inclusivity and enjoyed strong support due to its reputation for embracing diversity.
The boycott, timed to coincide with the Christian season of Lent, is being organized by prominent figures like Jamal-Harrison Bryant, senior pastor of New Birth Missionary Baptist Church in Stonecrest, Georgia, and a well-known activist and author. Bryant is urging members of Black congregations across the nation to participate, aiming to mobilize at least 100,000 individuals to pledge their commitment to the 40-day shopping hiatus.
A dedicated website, targetfast.org, has been launched to provide information about the boycott and its objectives. The site emphasizes the deep disappointment felt by the Black community over the retreat from DEI commitments by major corporations, including Target. "As people of faith, we cannot be silent. We are called to resist systems that perpetuate exclusion and inequity," the website declares, highlighting the moral imperative driving the boycott.
The website further underscores the significant economic power of Black consumers, highlighting their strong brand loyalty. It expresses particular dismay at Target’s decision to abandon its pledge to spend over $2 billion with Black-owned businesses by the end of 2025, a commitment that was abruptly terminated at the start of the year. The website asserts that Black people spend over $12 million a day at Target, emphasizing the potential economic impact of the boycott.
Participants who pledge to abstain from shopping at Target for 40 days will receive a digital business directory from the Black Chamber of Commerce, featuring over 300,000 Black-owned businesses. They will also be provided with a 40-day prayer journal to guide their spiritual reflection during the boycott period. Furthermore, participants are encouraged to divest any Target stock they may own, demonstrating a complete withdrawal of support from the company.
The boycott organizers have outlined four specific demands for Target:
- Reinstate and strengthen its commitment to DEI initiatives.
- Resume its pledge to spend $2 billion with Black-owned businesses.
- Publicly apologize for backtracking on its DEI commitments.
- Engage in meaningful dialogue with Black community leaders to address their concerns.
The timing of the boycott coincides with a period of financial uncertainty for Target. Recent earnings reports revealed a slight dip in sales during February. The company has also acknowledged potential profit pressures in the first quarter of the fiscal year, citing factors such as ongoing consumer uncertainty, tariff uncertainties, and the timing of certain costs. CEO Brian Cornell has also warned that prices could increase due to new tariffs imposed on goods from Mexico and Canada.
Adding to the pressure on Target, other consumer groups and activists have been engaging in separate boycotts against the retailer, as well as other companies, protesting various issues, including DEI rollbacks. A boycott organized by Minnesota activists began on February 1 to coincide with Black History Month.
Data from Placer.ai, a firm that analyzes foot traffic using a panel of millions of devices, indicates a decline in in-store visits to Target in February. The data reveals that Target experienced the largest drop, with a 9% decrease in foot traffic compared to a 3.6% increase in January. Similar declines were observed at other major retailers like Walmart, Best Buy, and McDonalds. Costco, however, saw an increase in foot traffic, potentially benefiting from support from consumers who appreciate the company’s continued commitment to DEI.
Analysts suggest that the decline in Target’s foot traffic may be linked to its step back from DEI initiatives. Diane Merians Penaloza, a doctoral lecturer at the City University of New York School of Professional Studies, argues that Target’s strong stance on DEI efforts in the wake of the George Floyd murder created a strong connection with its core audience, particularly millennials and Black consumers, who tend to support companies that align with their values. The retreat from DEI, therefore, could be perceived as a betrayal of those values, leading to a loss of customer loyalty and revenue.
The 40-day fast is not the only boycott targeting Target. Comedian and actress Leslie Jones has outlined a boycott through the end of the year, encouraging consumers to buy directly from Black-owned businesses. The Latino community has also launched the #LatinoFreeze movement, urging supporters to "hold your money" amid freezes on DEI initiatives and other concerns.
The Rev. Al Sharpton and the National Action Network have organized "buy-cotts" to support Costco for its commitment to DEI. The National Action Network has also announced plans for a strategic boycott of two companies that have dropped their DEI commitments.
The Peoples Union USA, an organization that organized a one-day economic blackout on February 28, has expanded its boycotting efforts to include various companies and retailers.
The success of boycotts is often mixed. While they can be effective in shaming companies into reversing decisions, they do not always guarantee the desired outcome. Clear demands and widespread public attention are crucial factors for a boycott to have a significant impact.
Analysts like Merians Penaloza believe that a 40-day boycott focused on a specific brand like Target has the potential to be more impactful than broader, one-day events. The extended duration and focused nature of the boycott can amplify its message and garner greater attention, potentially influencing a wider audience and leading to meaningful change.
