A 40-day boycott of Target has kicked off, calling for supporters to give up shopping at the company’s stores during the Lenten period. The boycott aims to protest Target’s decision to end some diversity, equity and inclusion initiatives.
The Rev. Jamal Bryant, a senior pastor from Atlanta, organized the “Target Fast” along with other faith and civil rights leaders. Participants plan to redirect their dollars to Black-owned businesses instead of shopping at Target.
Target announced in January that it would phase out several DEI initiatives, including a program designed to help Black employees build meaningful careers. The company also stated that it would stop setting hiring and promotion goals for underrepresented communities.
The boycott comes after Walmart rolled back its own DEI initiatives in November, but Target’s actions sparked more outrage among customers. Organizers of the “Target Fast” have listed demands, including restoring Target’s commitments to DEI and honoring a pledge to spend over $2 billion with Black-owned businesses by 2025.
Experts warn that companies risk alienating their customer base when making moves that go against past messaging. A sense of betrayal can be a significant motivator for customers to take their money elsewhere. The success of the boycott depends on generating energy and creating a movement, rather than just a short-term trend.
Source: https://www.usnews.com/news/us/articles/2025-03-06/a-40-day-target-boycott-began-this-week-what-to-know-about-the-protest-and-its-potential-impact