Target Boycott Begins: What You Need to Know

NEW YORK (AP) — A 40-day boycott of Target started this week, urging supporters to refrain from shopping at the retailer during the Lenten season. This protest comes in response to Target’s decision to end several diversity, equity, and inclusion (DEI) initiatives, which has sparked unrest among consumers and civil rights advocates.

The Rev. Jamal Bryant, senior pastor of New Birth Missionary Baptist Church near Atlanta, organized the “Target Fast” alongside various faith and civil rights leaders. The boycott launched on Wednesday and is described on the website targetfast.org as “a spiritual act of resistance,” highlighting the economic power of Black Americans.

“This is a fast for accountability. A fast for justice. A fast for a future where corporations do not bow to pressure at the expense of marginalized communities,” the website states. Target has not issued a direct comment regarding the boycott, which is set to continue through April 17.

In January, Target announced it would discontinue various programs aimed at promoting DEI, including a significant initiative designed to assist Black employees in building meaningful careers and supporting Black-owned businesses. The Minneapolis-based company stated that these changes were planned for this year, reacting to broader societal pressures on DEI policies.

Marketing experts note that while competitors like Walmart have also reduced DEI initiatives, Target’s recent changes elicited a more visceral customer backlash. Calls for boycott actions have erupted from all corners of the country, including prominent activists in Minneapolis, pointing to a discrepancy between Target’s past messaging on DEI and its current actions.

Akshay Rao, a marketing professor at the University of Minnesota, explained, “The surprise element is what attracted customer ire… Target’s previous reputation as an advocate for diversity clashes with these recent actions, leading to increased scrutiny and disappointment.”

This sentiment echoes previous controversies, such as the backlash Target faced nearly 15 years ago after it made political donations contrary to its corporate image. Such discrepancies often lead to heightened consumer outrage when brand actions undermine established principles.

As part of the “Target Fast,” organizers are encouraging participants to redirect their spending to Black-owned establishments. The initiative’s goals include restoring Target’s previous commitments to DEI and completing pledges to spend over $2 billion with Black-owned businesses by 2025.

During the campaign’s kickoff, Rev. Bryant reported that approximately 110,000 individuals signed up to take part in the boycott. However, Bryant has not made himself available for further comment following this announcement.

Rev. Al Sharpton, founder and president of the National Action Network, also pointed out that his organization will identify two companies for potential boycotts due to their abandonment of DEI commitments in the upcoming months.

Marketing experts emphasize that companies face risks when they make decisions that may alienate their customer base, especially if those decisions contradict previous corporate messaging. Americus Reed II, a professor at the University of Pennsylvania‘s Wharton School of Business, states, “One of the ways that you can really upset consumers is to claim to be something and then violate that standard that you claim to be. It lands really poisonous on people in vulnerable communities where trust has been established.”

Organizers stress the importance of a unified front and motivating participants to make concerted purchasing choices. Reed suggests implementing strategies like targeted “buycotts” to support local enterprises, especially among Black-owned brands found in larger retail chains.

Amid growing concerns regarding supply chain competition and trade tariffs affecting market dynamics, experts recommend analyzing how these factors will influence consumer habits and long-term buying trends. Although initiating boycotts can demonstrate consumer power, Reed notes that sustaining momentum will require ongoing commitment and communication on the part of organizers.