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A 40-day consumer boycott of Target kicked off Wednesday in response to the company's recent reversal of its diversity, equity, and inclusion (DEI) policies.

The boycott was initiated by Rev. Jamal Bryant, a prominent megachurch pastor from Atlanta, who expressed disappointment over the company's shift away from diversity initiatives.

Bryant stated, "We're asking people to divest from Target because they have turned their back on our community."

This boycott comes after Target made changes to its DEI programs, including the elimination of minority hiring goals and the end of an executive committee focused on racial justice.

These changes, announced in January, were part of a new initiative called "Belonging at the Bullseye," which the company claims aims to foster a sense of inclusion for its employees and customers, CNN said.

However, Target's pullback from DEI efforts has sparked outrage, especially among groups that supported the company's previous progressive stance.

Target's decision to scale back its DEI programs comes at a time when the company is also grappling with economic challenges, including tariffs and a slowdown in consumer spending.

Recent data has shown a decline in customer visits to Target stores, particularly following the company's move away from its diversity initiatives.

According to Joseph Feldman, an analyst at Telsey Advisory Group, "The data shows a clear drop in traffic in late January into mid-February following the company's step back from DEI."

Black Business Owners Warn Boycott Could Harm Minority Brands at Target

According to the NY Post, while the boycott has gained significant attention, some black business owners have raised concerns that it could harm minority-owned brands that sell products at Target.

Melissa Butler, CEO of the Lip Bar, a Black-owned makeup company, expressed worry that the boycott could lead to negative consequences for smaller businesses. "We don't want these minority businesses to suffer or to be impacted negatively," Butler said in a TikTok video.

Target has responded by emphasizing its ongoing commitment to inclusivity. A company spokesperson stated that while DEI programs have shifted, Target remains dedicated to offering a diverse range of products, including those from Black and minority vendors.

However, the backlash from supporters of DEI has been fierce, with some calling the company's actions a "betrayal." The daughters of Target's co-founder also voiced their disapproval, calling the decision a betrayal of the company's original values.

The timing of the boycott could intensify its impact on Target, as the company has already warned that price increases could be on the horizon due to tariffs on Mexican goods.

Target CEO Brian Cornell recently stated that the tariffs could lead to higher prices on fruits and vegetables in the coming days. Additionally, Target is facing pressure from a challenging retail environment, with the company forecasting only modest sales growth for the year.

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