A Target’s DEI boycott started Wednesday as customers protested the company’s recent decision to change diversity, equity, and inclusion policies. Rev. Jamal Bryant, a well-known Atlanta pastor, initiated the 40-day boycott to highlight Target’s move away from its DEI commitments.
The controversy began on January 24 when Target announced significant changes to its diversity programs, including eliminating hiring goals for minority employees. The company also dissolved an executive committee focused on racial justice, sparking outrage among longtime DEI supporters.
Target insisted it remained committed to inclusivity under its new “Belonging at the Bullseye,” strategy introduced last year. Critics argue that Target backtracked due to political pressure, following conservative legal challenges and Trump administration threats to investigate corporate DEI programs.
Critics say the Trump administration’s warnings to investigate corporate DEI programs and conservative legal challenges caused Target to backtrack. Because of its longstanding progressive stance on social issues, Target is more vulnerable to criticism than rivals like Walmart and John Deere.
Target customers and stakeholders expressed their annoyance, with two daughters of a Target co-founder, Anne and Lucy Dayton, calling the company’s actions a betrayal. Melissa Butler, CEO of the Lip Bar, said Target’s black-owned brands could be harmed by boycotts.
The company’s struggles extend beyond Target’s DEI Boycott, with tariffs and economic pressures complicating its outlook. CEO Brian Cornell warned that tariffs on Mexican imports might increase fruit and vegetable prices this week.
He also reported slowing sales, predicting only 1% growth this year. Despite the criticism, Target claims that it is still committed to promoting inclusivity for its patrons and supports minority-owned businesses.
Market analysts have seen signs of the boycott’s impact, with Target’s foot traffic declining more than that of Walmart and Costco over the past month. Placer.ai data shows a drop in customer visits since the company announced its policy changes in late January. Analysts caution that weather and economic conditions may also contribute to the trend.
