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MINNEAPOLIS — Activists gathered outside Target’s headquarters Thursday to demand a nationwide boycott after the retailer eliminated its diversity, equity, and inclusion (DEI) initiatives. On January 24, Target announced it would phase out DEI goals for increasing Black employee representation and supporting Black-owned businesses. The company is also reducing efforts to hire and promote women, minorities, LGBTQ+ individuals, and veterans, reflecting a trend among major U.S. companies facing conservative opposition to DEI.
Nekima Levy Armstrong, founder of the Racial Justice Network, led the boycott call. She urged consumers to stop shopping at Target starting February 1, the first day of Black History Month. She criticized Target’s decision, stating that it betrays the community that has supported it.
Thorvardur de Shong
“For decades, Target has benefited from support across the country,” Levy Armstrong said. “Previously, Target was known for its diversity initiatives. Now, it prioritizes profits and politics over people.” Monique Cullars-Doty of Black Lives Matter Minnesota questioned the timing of Target’s announcement, noting it coincides with Black History Month.
Speakers at the rally encouraged employees to protest the rollback and consumers to shop elsewhere. Jaylani Hussein of the Council on American-Islamic Relations expressed disbelief at Target’s reversal, stating, “If you were moved to act after George Floyd’s murder, now is the time to stand against Target.” Local Black Lives Matter groups organized the boycott, with participants cutting Target cards and endorsing Costco, reaffirming its commitment to diversity.
Thorvardur de Shong
Despite the serious message, the rally was lively, featuring a brass band playing protest songs and a prayer before speeches. Target has not commented but described the DEI rollback as a “next chapter” in strategy. Concerns about Target’s philanthropic commitments have emerged, with community donations filling a $50,000 funding void left when Target’s partnership with Twin Cities Pride ended.
The boycott raises concerns for Black business owners selling through Target, with some fearing reduced sales could harm their brands. Tabitha Brown, a vendor, expressed understanding but warned that widespread boycotting impacts many. Activists are encouraging purchases from Black-owned brands directly, stating, “Target will not get any of our Black dollars.”
With tensions high, activists signal this is just the start of efforts to hold corporations accountable for their commitments to diversity and racial justice, planning to partner with national organizations to expand their actions in the coming weeks.
