MINNEAPOLIS — Activists advocating for civil rights congregated outside Target Corporation’s headquarters on Thursday to demand a national boycott of the retail giant following its recent decision to reduce its diversity, equity, and inclusion (DEI) efforts.
Target’s announcement last Friday stated that it would scale back these initiatives, joining competitors like Walmart and other prominent brands that have faced criticism from conservatives and the new administration under President Trump.
Nekima Levy Armstrong, a seasoned civil rights lawyer in Minneapolis and the founder of the Racial Justice Network, was among local activists and supporters at a news conference where they called for the boycott to start on Saturday, coinciding with the first day of Black History Month. Armstrong noted that many in attendance had been regular customers at Target until now.
Armstrong expressed her astonishment at Target’s choice, particularly since the company had previously committed to fostering a diverse workforce following the 2020 police killing of George Floyd in Minneapolis. “We thought that they would hold the line. We thought that they would continue to stand for the values that we all hold dear,” she remarked. “But instead, they acted cowardly, bowing down to the Trump administration. We are here today to say we will not bow down. We will not step back, and we will not turn around.”
Jaylani Hussein, who serves as the executive director of the Minnesota chapter of the Council on American-Islamic Relations, emphasized that as a company headquartered in the city where Floyd’s death initiated a nationwide movement against racial injustice, Target needs to be held accountable.
“The good people of Minnesota are saying to friends across the nation, ‘If you were inspired to do something positive after George Floyd’s murder, it’s time to stand up and boycott Target,’” he stated.
Local Black Lives Matter groups are among the organizers of the boycott. At the announcement event, some participants tore up their distinctive red Target credit cards, while others encouraged DEI supporters to shop at Costco, which reaffirmed its commitment to DEI the previous week.
Despite the frustrations directed at Target, the atmosphere at the news conference transitioned into a celebratory rally, featuring a New Orleans-style brass band playing protest anthems, including Bob Marley’s “Get Up, Stand Up.” Attendees formed a circle for prayer before speeches commenced.
Target, once regarded as a staunch supporter of Black and LGBTQ+ rights, did not respond immediately to requests for comment regarding the boycott. However, in a memo addressed to employees last week, Kiera Fernandez, the company’s chief community impact and equity officer, described the decision to end its diversity goals as a “next chapter” in Target’s human resource and consumer engagement strategy.
“And as a retailer that serves millions of consumers every day, we understand the importance of adapting to the changing landscape, both now and in the future,” she conveyed.
Levy Armstrong remarked that Target has not reached out to her or other local Black leaders, expressing disappointment over expectations that had not been met. She asserted that any discussions would have to start with an immediate reversal of their decision.
“Target understands what its presence and commitment to diversity, equity, and inclusion means to this community,” Levy Armstrong noted. “That’s why we are focusing on Target first. However, this doesn’t absolve other businesses from accountability. All companies should be held responsible and should not benefit from our financial support.”
Speakers also urged long-standing civil rights organizations that have benefited from Target’s philanthropy, such as the NAACP and the Urban League, to join the movement against Target’s decision. Levy Armstrong and Hussein indicated plans to collaborate with other national organizations to spread the message about the boycott and to undertake other initiatives that they were not yet ready to disclose.
Since the boycott discussion has gained traction on social media, founders of several Black-owned enterprises that have their products sold at Target, either in stores or online, have voiced concerns that a widespread boycott could adversely affect their businesses. This includes owners of hair care brands The Doux and Camille Rose, as well as the cosmetics company Lip Bar.
The local organizers reassured that Black consumers and their white allies could continue supporting those businesses while excluding Target.
“We ask people to visit their websites and purchase directly from these Black-owned companies, as Target will not receive any of our Black dollars,” Levy Armstrong concluded.
Civil rights leaders urge a boycott of Target following the company’s retreat from diversity initiatives.
