A 40-day boycott of Target has been launched in response to the company’s decision to roll back some of its diversity, equity, and inclusion (DEI) initiatives.
Shoppers have been urged to avoid Target stores throughout Lent, a movement spearheaded by the Rev. Jamal Bryant, senior pastor of New Birth Missionary Baptist Church near Atlanta. Dubbed the “Target Fast,” the boycott reportedly began on Ash Wednesday and is backed by faith and civil rights leaders.
A message on TargetFast.org describes the initiative as “a spiritual act of resistance,” emphasizing the economic power of Black consumers. “This is a fast for accountability, justice, and a future where corporations don’t abandon marginalized communities under pressure,” the site reads.
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The boycott, set to run through April 17, follows Target’s January announcement that it would phase out several DEI programs, including one supporting Black employees’ career growth and the promotion of Black-owned businesses. The company also confirmed it would no longer set hiring and promotion goals for women, racial minorities, and other underrepresented groups.
While Walmart quietly scaled back its DEI efforts last year, Target’s decision sparked more backlash, particularly given its long-standing reputation for supporting racial and LGBTQ+ inclusion. Civil rights activists in Minneapolis protested outside Target’s headquarters, and the daughters of one of Target’s co-founders publicly condemned the rollback.
Marketing experts suggest that the intensity of the response stems from the perceived betrayal of Target’s past commitments. “One of the quickest ways to alienate consumers is to present yourself as an advocate for inclusion, then reverse course,” said Americus Reed II, a marketing professor at the University of Pennsylvania’s Wharton School of Business.
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Rev. Al Sharpton’s National Action Network has also pledged to launch additional boycotts against companies that abandon DEI commitments.
For the Target boycott to have a lasting impact, experts say, organizers must maintain momentum beyond social media activism. “To turn a moment into a movement, there must be multiple ways for people to participate,” Reed noted, adding that “buycotts”—supporting Black-owned brands carried in large retail chains—could be a viable alternative for consumers unable to avoid Target altogether.
While the boycott’s impact on Target remains to be seen, larger economic factors, including new tariffs imposed by Donald Trump, may pose even greater financial challenges for the company in the months ahead.
