Target DEI Policy Boycott: Retail giant Target is facing a 40-day consumer boycott following its decision to scale back Diversity, Equity, and Inclusion (DEI) initiatives. The boycott, led by Rev. Jamal Bryant, a well-known Atlanta-based megachurch pastor, comes as a response to the company’s recent policy changes that have sparked widespread debate. Critics argue that Target’s move represents a retreat from its commitment to workplace diversity, while the company maintains that it is adapting to evolving societal expectations.
Target’s DEI Policy Rollback
In January 2025, Target announced significant changes to its DEI policies. These included eliminating hiring targets for minority employees and dissolving an executive committee focused on racial justice. The company introduced a new initiative called “Belonging at the Bullseye,” which it claims will continue promoting inclusivity but in a way that aligns with external changes. However, many see these actions as a rollback of previous commitments, leading to public outcry.
Anne and Lucy Dayton, daughters of one of Target’s co-founders, voiced their disapproval of the policy shift, calling it “a betrayal.” Their concerns reflect the broader disappointment among advocates of corporate responsibility and inclusion.
The 40-Day Boycott Led by Rev. Jamal Bryant
Rev. Jamal Bryant launched the boycott on March 5, 2025, strategically aligning it with the Lenten season, a time of reflection and sacrifice. He has called on Black consumers to stop shopping at Target, emphasizing the economic power of the Black community.
“Black people spend upwards of 12 million dollars a day, and so we would expect some loyalty, some decency, and some camaraderie,” Bryant stated. His message resonates with many who feel that corporations should be held accountable for their commitments to social justice and diversity.
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Impact on Target and Minority-Owned Businesses
Target has already started seeing the effects of the boycott. Customer visits to its stores have reportedly declined since the announcement of the DEI policy rollback. Some analysts believe that if the boycott gains momentum, it could significantly impact the company’s revenue.
However, the boycott has also raised concerns among minority-owned businesses that partner with Target. Melissa Butler, CEO of The Lip Bar, a Black-owned beauty brand sold at Target, expressed concern that the boycott might inadvertently harm small businesses. “We don’t want these minority businesses to suffer or to be impacted negatively,” she said.
Target’s Response
While Target has not directly commented on the boycott, the company has reiterated its dedication to inclusivity. It continues to highlight its support for minority-owned businesses and its commitment to fostering a diverse shopping and workplace environment.
Conclusion
Target DEI Policy Boycott: The 40-day boycott against Target highlights the complex challenges corporations face when making policy shifts related to diversity and inclusion. While the company asserts that its new approach aligns with changing societal landscapes, critics argue that it represents a step backward. As the boycott continues, its financial and reputational impact on Target will be closely watched. Whether the company will reconsider its DEI strategy remains to be seen.
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