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Starting Wednesday, Some Shoppers Are Boycotting Target Over DEI Policy Changes
A wave of discontent has led some shoppers to initiate a 40-day Target boycott, beginning on the first day of Lent. The movement is a response to Target’s recent decision to step back from its diversity, equity, and inclusion (DEI) policies, a shift that has sparked controversy among progressive consumers.
The Catalyst Behind the Target Boycott
Rev. Jamal Bryant, pastor of the New Birth Missionary Baptist Church in Georgia, is at the forefront of this movement. In a statement to CNN, Bryant emphasized that the boycott is a call for Black shoppers to leverage their purchasing power to demand corporate accountability.
“We’re asking people to divest from Target because they have turned their back on our community,” Bryant stated.
The Target boycott aligns with the 40-day period of Lent, symbolizing a long-term commitment to making an economic statement.
Why Target Is Facing Backlash
The controversy stems from Target’s recent announcement on January 24, when the company declared that it would be rolling back key DEI initiatives, including its Racial Equity Action and Change (REACH) program and participation in external diversity-focused surveys.
This decision follows an executive order from former President Donald Trump, who labeled DEI efforts as an “illegal and immoral discrimination program.” Target’s decision to comply with the new directive has led to criticism from progressive shoppers and activists.
The Impact of DEI Rollbacks on Corporate Loyalty
Many shoppers, especially those from marginalized communities, see DEI policies as a crucial element of corporate responsibility. Black consumers, in particular, contribute billions to the U.S. economy. According to Bryant, “Black people spend upwards of $12 million dollars a day, and so we would expect some loyalty, some decency, and some camaraderie.”
Recent reports indicate that economic protests, such as the recent “economic blackout” on February 28, are already affecting major retailers. Target boycott efforts reportedly led to a decline in online and in-store traffic during the protest.
Corporate Reactions and Economic Consequences
Not all major corporations are following Target’s lead. Companies like Ben & Jerry’s and Costco have maintained their DEI commitments despite political and economic pressures.
Meanwhile, the backlash against Target’s decision could have significant financial repercussions. A February report from Collage Group found that a third of consumers stopped shopping at stores that rolled back DEI initiatives. This impact is particularly strong among Black, Hispanic, and LGBTQ+ shoppers, who are increasingly making purchasing decisions based on a company’s stance on social issues.
The Future of Target Amidst the Boycott
The success of the Target boycott remains to be seen, but one thing is certain: consumer activism is reshaping corporate strategies. If Target continues on its current path, it risks alienating a significant portion of its customer base.
Corporate accountability in the age of social justice movements is more critical than ever. As Sarah Kate Ellis, President & CEO of GLAAD, pointed out, “Target may blame cold weather for declining profits, but at the end of the day, they need to look inward. Now is the time for corporate leaders to lead.”
With ongoing lawsuits challenging the anti-DEI directive, the federal stance on corporate diversity policies remains uncertain. However, for Target, the pressure is immediate and growing.
Conclusion
The 40-day Target boycott is a direct response to the company’s retreat from DEI initiatives. As shoppers exercise their economic power, the long-term impact on Target’s reputation and bottom line will become clearer. Will the retailer rethink its approach, or will it continue down a path that could cost it millions in consumer loyalty? The next few weeks will be crucial in determining Target’s future in the eyes of socially conscious shoppers.