A year-long boycott of Target, sparked by the company’s decision to roll back its commitment to diversity, equity, and inclusion (DEI), has concluded. Leaders of the protest announced Tuesday, March 11, 2026, that while not all demands were met, the campaign significantly impacted the retail giant, resulting in over $12 billion in losses according to Forbes.
The Boycott’s Core Demands
The boycott, led by Pastor Dr. Jamal Bryant of New Birth Missionary Baptist Church, Tamika D. Mallory of Until Freedom, and Nina Bryant of We Are Somebody, initially focused on four key demands: the full reinstatement of company-wide DEI policies, honoring a $2 billion commitment to Black-owned businesses, investment in Black-owned banks, and the establishment of retail centers at Historically Black Colleges and Universities (HBCUs).
Progress and the “Belonging at the Bullseye Strategy”
Pastor Bryant confirmed that Target has made substantial progress on at least three of the initial demands. The company responded to calls for renewed DEI efforts with the “Belonging at the Bullseye Strategy,” which replaced its previously cut DEI initiatives. Target has also completed 97 percent of its $2 billion commitment to Black-owned businesses and is expected to meet the full goal by Easter 2026, with an additional $100 million pledged.
The initial $2 billion commitment was made in 2020 following the death of George Floyd, but was nearly abandoned due to pressure from President Donald Trump.
Remaining Concerns and Future Steps
Despite the progress, a partnership with Black-owned banks remains unfulfilled. However, boycott leaders maintain the movement successfully held Target accountable. As Pastor Bryant stated, “Target is the only one we invited to the cookout… They are the only Fortune 500 company that got a hood nickname… so it was not just an abandonment of a DEI, but we felt as if it was a betrayal.”
Target currently has 13 percent representation of people of color on its board and continues its scholarship program with the United Negro College Fund, and has donated millions to Black students and colleges, including a $10 million donation to The Pensole Lewis College of Business and Design in 2021.
Frequently Asked Questions
What were the original demands of the Target boycott?
The boycott initially demanded the full reinstatement of company-wide DEI policies, honoring the $2 billion commitment to Black-owned businesses, investment in Black-owned banks, and the establishment of retail centers at HBCUs.
How much money did Target reportedly lose during the boycott?
According to Forbes, Target lost more than $12 billion since the boycott began.
Has Target fully met all of the boycott’s demands?
No, while Target has made significant progress on three of the four demands, a partnership with Black-owned banks has not yet been established.
Will the pressure on Target to prioritize diversity and inclusion continue, even with the official end of the boycott?
