Target's Quiet DEI Shift Sparks National Boycott — Here's What You Need to Know

A group of protesters holding a variety of anti-Target signs - Credit: Kerem Yücel

Sierra Pope | Multimedia News Intern 

4-minute Read

GRAND PRAIRIE, Texas – Target–a large retail corporation in the United States, known for its commitments to racial equity has privately removed their diversity, equity and inclusion (DEI) initiatives. The change, discovered by Target's valued customers, resulted in a 40-day “Target Fast,” in efforts to hold the company accountable for its neglected promises.

Rev. Jamal Bryant, an American minister and author, created the movement, vowing to seek transparency and integrity from establishments, and reminding communities of the significance of Black consumers.

“The greatest insult comes from Target, which pledged to spend over $2 billion with Black-owned businesses by the end of 2025, only to find out that Target stopped the program at the start of the year. Black people spend over $12 million a day at Target,” Rev. Bryant stated on the TargetFast.org website.

Rev. Jamal Bryant speaking in front of a congregation - Credit: Paras Griffin

Besides Target, major businesses, like Amazon and Walmart, reassessed their DEI policies after the White House issued an executive order to terminate DEI preferencing in federal contracting and directing federal agencies.

However, a high percentage of individuals around the world were unpleasantly surprised by Target’s actions since the company was a leading advocate for DEI programs following the death of George Floyd in 2020.

A list of well-known organizations moving away from DEI strategies - Credit: Yahoo Finance (Website)

“We’re asking people to divest from Target because they have turned their back on our community,” Rev. Jamal Bryant said in an interview with CNN.

Though Rev. Bryant is not the only vocal person of influence. Melissa Butler, the CEO of the Lip Bar, one of the largest Black-owned makeup companies carried in Target, said on TikTok that she was disappointed about Target’s DEI pullback. But she worries that the boycott could hurt Black-owned businesses.

Since the start of the consumer boycott, Target’s numbers have severely dropped. Yet, Target has not made any statements regarding DEI effects yet. Operations continue with daily activities, and recently announced its new collaborations with Champion and Warby Parker.

We encourage you to stay informed on Target’s evolving approach to DEI, understanding these changes can cause a significant impact on workplace culture.