Activists across the country are calling for a boycott of Target following the company’s decision to scale back its diversity, equity, and inclusion (DEI) initiatives.
On January 24, Target announced that it would discontinue its DEI objectives, which had been aimed at increasing Black representation in its workforce, enhancing shopping experiences for Black customers, and supporting Black-owned businesses. The company is also reducing its focus on hiring and promoting women, minorities, LGBTQ+ individuals, and veterans.
A press conference was held Thursday morning at Target’s headquarters in downtown Minneapolis, where activists voiced their frustration.
“For decades, Target has benefitted from nearly unfettered support from Minnesota residents, families and consumers all around the country. In the past, Target was known for its diversity initiatives and reputation for supporting diverse communities,” said civil rights attorney Nekima Levy Armstrong. “Now Target has shown its true face by deciding to roll back its focus on diversity, equity, and inclusion by putting profits and politics over people.”
Armstrong urged Minnesotans to begin an indefinite boycott of Target starting February 1.
Monique Cullars-Doty, co-founder of Black Lives Matter Minnesota, noted the timing of Target’s decision.
“We do not believe it is a coincidence that Target made this decision after the holiday shopping season and roughly one week before the start of Black History Month,” Cullars-Doty said.
At Thursday’s event, speakers called on employees to voice their concerns and encouraged shoppers to take their business elsewhere.
For many, Target’s decision was particularly surprising given the company’s increased commitment to DEI efforts following the murder of George Floyd. Jaylani Hussein, spokesperson for CAIR-MN, expressed disbelief over the rollback.
“If you would have told me in those summers and months to come here today, talking about Target reversing its decision, I would personally say I couldn’t believe it,” Hussein said.
Despite his disappointment, Hussein predicted that Target might reverse course by the end of February.
Not all responses to the boycott call have been in favor. Tabitha Brown, a Black business owner whose kitchenware products were featured in Target stores under the company’s DEI initiatives, acknowledged the frustration but urged caution.
“If we all decide to boycott and be like, ‘No, we’re not spending no money at these organizations,’ so many of us will be affected and our sales would drop, our business would be hurt,” Brown said in an Instagram video.
In its statement explaining the rollback, Target emphasized its ongoing commitment to inclusion.
“We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment to inclusion,” the company stated. “Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results.”
The decision has also raised concerns about the future of Target’s philanthropic efforts. A spokesperson told the Associated Press that the company’s recent policy update does not impact Target Foundation donations, but added that the foundation will continue to evaluate its support for various organizations and initiatives.
Following the announcement, Twin Cities Pride, a longtime Target partner, responded by severing ties. The organization announced that Target would not be welcome at this year’s Pride event and declined a $50,000 donation from the company. Within 24 hours, community contributions had replaced the lost funding.
