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Target is facing a new 40-day boycott called "Targetfast," launched by Atlanta Pastor Jamal Bryant. This protest aims to push back against Target’s decision to scale down its Diversity, Equity, and Inclusion (DEI) programs.
The boycott began on Wednesday and aligns with Lent, urging people to stop spending at Target during this period. The protest is supported by the U.S. Black Chambers and the New Birth Missionary Baptist Church, advocating for black-owned businesses.
Why Is Target Being Boycotted ?
Target had previously pledged to invest over $2 billion in Black-owned businesses by 2025. However, reports indicate that the company ended this program at the beginning of the year. Protest organizers argue that this decision betrays the commitment Target made to underrepresented communities.
The official Targetfast website states, "In recent days, we have witnessed a disturbing retreat from Diversity, Equity, and Inclusion (DEI) initiatives by major corporations − companies that once pledged to stand for justice but have since chosen the path of compromise."
This decision has sparked outrage among activists, who believe that such actions harm efforts toward economic equality.
Demands from Protest Organizers
The protest organizers have listed several demands for Target to meet:
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Honor the $2 billion pledge to Black-owned businesses through product partnerships, services, and Black media investments.
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Deposit $250 million into any of the 23 Black-owned banks in the U.S.
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Fully restore DEI programs and ensure continued support for diversity in hiring and business operations.
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Build retail education centers at 10 Historically Black Colleges and Universities (HBCUs) to provide training for careers in retail.
The Trend of Companies Cutting DEI Programs
Target is not the only company reducing DEI initiatives. Several major corporations, including Google, Meta, and Ford, have also scaled back their diversity programs. This trend started when President Donald Trump eliminated federal DEI programs early in his presidency.
Will the Boycott Impact Target’s Sales?
Target recently faced a 24-hour economic protest over DEI-related issues, where customers were urged to boycott several major brands, including Walmart. While official first-quarter sales reports are not yet available, early data suggests the boycott had an impact.
According to Forbes, Target’s web traffic saw a decline on the day of the protest compared to previous weeks. Additionally, USA Today, using data from Placer.ai, reported a decrease in foot traffic at stores like Target, Walmart, McDonald's, and Starbucks in February compared to January.
Interestingly, Costco, which has maintained its DEI commitments, saw a 22% increase in web traffic during the same period. This suggests that companies supporting DEI may be gaining more consumer trust.
What’s Next for the Boycott ?
The organizers of Targetfast will review the impact of the boycott after 40 days. If Target does not meet their demands by its shareholders’ meeting on June 12, they may launch a Phase 2 of protests.
Meanwhile, organizations like the NAACP encourage consumers to support Black-owned businesses instead of shopping at Target. The protest aims to remind corporations that customers value inclusivity and fairness.
Conclusion
The Target boycott highlights a growing movement demanding that corporations stay committed to their promises of diversity and inclusion. Whether this protest will lead to changes in Target’s policies remains to be seen, but it is clear that consumers are using their spending power to push for social change.
