A yearlong national consumer boycott of Target over its diversity, equity and inclusion rollbacks is concluding without any changes to the retailer’s policies.
Boycott Ends Without Concessions
Pastor Jamal Harrison Bryant, senior pastor at New Birth Missionary Baptist Church outside Atlanta, announced the end of the boycott after what he described as “productive” conversations with Target and its CEO, Michael Fiddelke. However, a spokesperson for Bryant, Ebony Porter-Ike, confirmed that Target did not offer any new commitments or reverse any previously made changes to its DEI policies.
Bryant expressed satisfaction that Target remains committed to DEI, pointing to its “Belonging” program, which he believes offers opportunities for advancement to all employees. Target itself stated It’s “more committed than ever to creating growth and opportunity for all.”
A Second Boycott Continues
Despite Bryant’s decision, leaders of the initial boycott are distancing themselves from the announcement and vowing to continue their protest. Nekima Levy Armstrong, founder of the Racial Justice Network, called the end of the boycott “a slap in the face” and stated that the group will continue to shun Target until their demands are met.
Armstrong and other leaders launched their boycott last February in response to Target’s DEI rollbacks and its commitment to spend more than $2 billion with Black-owned businesses by the end of 2025. They maintain that Target has made no concessions.
Target’s Broader Retreat from DEI
Target joined a broader retreat from DEI policies after President Donald Trump issued a series of executive orders in January 2025 aimed at eliminating “illegal DEI” in both the federal government and the private sector. The company backtracked on efforts to boost representation of Black employees and support Black-owned suppliers, citing the need to adapt to “the evolving external landscape.”
Bryant’s boycott initially focused on four demands: fulfilling the $2 billion investment in Black businesses, making deposits of $250 million in 23 Black-owned banks, opening 10 retail training centers at historically Black colleges and universities (HBCUs), and reversing the January decision to end some DEI commitments. Bryant stated that Target has made progress on three of these demands.
The Future of the Boycott
More than 300,000 people signed the pledge to boycott Target on the Target Rapid website, according to Bryant. It remains to be seen whether shoppers will return to Target, particularly as consumer boycotts have a mixed track record of success.
Frequently Asked Questions
What prompted the Target boycott?
The boycott was prompted by Target’s rollbacks of its diversity, equity and inclusion policies following executive orders issued by President Donald Trump in January 2025.
Did the boycott achieve any of its goals?
According to a spokesperson for Pastor Jamal Harrison Bryant, Target did not offer any new commitments or reverse any previously made changes to its DEI policies. However, Bryant stated that Target made progress on three of four initial demands.
Is there still a boycott of Target in effect?
While Pastor Jamal Harrison Bryant has ended his boycott, leaders of the original boycott are continuing their protest and calling on shoppers to avoid Target until their demands are met.
As consumer activism gains momentum, will shoppers prioritize their values when making purchasing decisions, and what impact will this have on companies like Target?
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