In New York, a 40-day boycott of the retail chain Target has begun, compelling supporters to refrain from shopping at the company’s outlets throughout Lent. This action is in response to Target’s decision to discontinue certain initiatives related to diversity, equity, and inclusion (DEI). The boycott, titled the “Target Fast,” is spearheaded by Rev. Jamal Bryant, senior pastor of New Birth Missionary Baptist Church near Atlanta, in collaboration with other faith and civil rights leaders. A dedicated website has been launched, emphasizing the economic influence of Black Americans and describing the boycott as “a spiritual act of resistance.”
The boycott is described as a movement intending to hold corporations accountable. The site urges participants to redirect their spending in ways that promote data-driven change and justice. The boycott is set to run until April 17, during the Lenten period, and Target has not made any comments regarding this protest.
Recently, Target announced the gradual phasing out of its DEI initiatives. This includes a program aimed at supporting Black employees in their career advancement and promoting businesses owned by Black individuals. The company, based in Minneapolis with nearly 2,000 nationwide stores and over 400,000 employees, stated that ending these programs was always part of the plan, a decision that came amidst a backdrop of similar actions by other corporations. Also discontinued were hiring and promotion goals for women as well as racial minorities and other underrepresented groups.
Conservative activists, along with former President Donald Trump’s administration, have previously criticized DEI initiatives, arguing they result in discriminatory practices. Target’s DEI rollback has sparked more controversy than similar actions by its competitor Walmart, with calls for boycotts becoming prominent, especially from civil rights activists in Minneapolis. Additionally, Susan V. Feder and Pat A. Feder, daughters of a Target co-founder, have expressed their surprise and concern over these decisions.
The boycott calls for participants to cease shopping at Target, instead encouraging them to support Black-owned businesses. The objectives outlined by the protest organizers include restoring Target’s commitments to DEI and honoring a pledge to spend over $2 billion with Black-owned businesses by the end of 2025. According to Rev. Jamal Bryant, who is leading the charge, about 110,000 people have committed to taking part in this protest.
Furthermore, the Rev. Al Sharpton’s National Action Network is expected to target additional companies for consumer boycotts due to similar breaches in DEI pledges. The ultimate impact of the “Target Fast” remains uncertain, but experts note the inherent risks companies face when actions contradict previous messages, potentially alienating customers.
Marketing experts assert that consumer trust is vital, especially for communities that rely heavily on perceived corporate values. Any reversal of such commitments can lead to feelings of betrayal, prompting a shift in consumer loyalty. Successful boycotts require sustained momentum and engagement, urging participants to not merely abstain from purchasing but also foster a broader movement towards change. It is emphasized that consumer behavior is often habitual, and consumers may struggle to adjust their purchasing decisions, despite supporting a cause.
While financial pressures outside of consumer activity, such as tariffs on international goods recently imposed, may more significantly impact Target’s financial outlook, discussions of consumer boycotts becoming part of national discourse are seen as a step towards broader change. The challenge remains in mobilizing enough consumer action to transform momentary displeasure into lasting movements for accountability and equity.
