Why Black & Latino Shoppers Boycott Target Over DEI

By Darius Spearman (africanelements)

Support African Elements at patreon.com/africanelements and hear recent news in a single playlist. Additionally, you can gain early access to ad-free video content.

The Backlash Begins: Target’s DEI Rollback Consequences

Target found itself in hot water after reversing its diversity, equity, and inclusion (DEI) commitments. This move wasn’t taken lightly by the communities these programs aimed to support. Specifically, the company ended its $2 billion pledge to back Black-owned businesses (Some Shoppers Are Boycotting Target for 40 Days). Target also stepped away from important external diversity benchmarks, like the Human Rights Campaign’s Corporate Equality Index (Target Faces Boycott in LA for Rolling Back Diversity Programs).

These decisions didn’t happen in a vacuum. They followed closely on the heels of former President Trump’s executive order in January 2025. This order has been controversially labeled as “discriminatory” (After Target backs away from diversity programs, civil rights activists call for a boycott). Subsequently, the reaction from Black and Latino communities was swift and unified, seeing Target’s actions as a betrayal of stated values and a step backward for racial equity.

Empty Aisles: The Financial Toll of the Target Boycott

When Black and Latino shoppers decided to take their money elsewhere, the impact on Target’s bottom line was significant and undeniable. The company experienced staggering financial losses due to these community-led boycotts over the DEI rollbacks. As of March 2025, Target reportedly lost a massive $12.4 billion in revenue (Target Stumbles as Black and Hispanic Shoppers Walk Away). Furthermore, the company’s stock value took a serious hit, dropping by $27.27 per share during this period (Some Shoppers Are Boycotting Target for 40 Days).

The decline wasn’t just on paper; it was visible in the stores. Foot traffic saw noticeable drops. During a nationwide economic blackout day on February 28, 2025, store traffic plunged by 11% (Target Stumbles as Black and Hispanic Shoppers Walk Away). Data analytics confirmed the trend, with Placer.ai reporting a 9% year-over-year decline in foot traffic for February 2025, followed by a 6.5% drop in March 2025 (Target CEO Meets With Rev. Al Sharpton Amid Mounting Pressure). Clearly, the boycotts were effectively reducing the number of shoppers walking through Target’s doors.

Voices Rise: Black Latino Consumer Power Unleashed

The boycotts weren’t spontaneous; they were carefully organized efforts by Black and Latino community leaders. Rev. Jamal Bryant initiated a 40-day “Target Fast,” starting on Ash Wednesday, March 3, 2025 (Some Shoppers Are Boycotting Target for 40 Days). This campaign encouraged Black shoppers not just to avoid Target, but to consciously redirect their spending toward supporting Black-owned businesses instead (‘Target Fast’ Boycott Nears End as Black Shoppers Speak Out). Consequently, the movement gained significant traction, with over 150,000 people participating (‘Target Fast’ Boycott Nears End as Black Shoppers Speak Out).

Simultaneously, the “Latino Freeze” movement emerged, spearheaded by Dr. Michael Galves. This initiative mobilized Latino consumers to withhold their dollars from Target and other retailers perceived as abandoning diversity efforts (‘Latino Freeze’ organizers say Target boycott over DEI rollback is working; Latino leaders call for boycott of national retailers following DEI rollback). These campaigns highlighted the immense economic influence of these communities. Rev. Bryant pointed out that Black spending power is comparable to the “12th wealthiest nation” globally, with Black consumers spending an estimated $12 million daily just at Target (‘Target Fast’ Boycott Nears End as Black Shoppers Speak Out). Adding to this, the Latino community wields an impressive $3.5 trillion in annual buying power (‘Latino Freeze’ organizers say Target boycott over DEI rollback is working). Together, this demonstrated collective economic power sent a clear message about corporate diversity backlash.

Pressure Mounts: Legal and Political Fallout for Target

The consequences for Target extended beyond boycotts and financial strain. The company also faced increasing legal and political pressure. Multiple lawsuits were filed, accusing Target of racial discrimination and breaking contracts with Black vendors (Target Stumbles as Black and Hispanic Shoppers Walk Away). These legal challenges added another layer of complexity and potential cost to the situation. Meanwhile, prominent civil rights organizations intensified their advocacy efforts.

The NAACP and the National Newspaper Publishers Association (NNPA) launched public education campaigns. These campaigns aimed to inform the public about Target’s policy changes and criticize their impact (Target Faces Boycott in LA for Rolling Back Diversity Programs). Adding to the pressure, civil rights groups like the Racial Justice Network organized protests directly outside Target’s headquarters in Minneapolis (After Target backs away from diversity programs, civil rights activists call for a boycott). Ultimately, this combination of legal action, public criticism, and direct protest significantly amplified the pressure on Target’s leadership.

A House Divided? Black Brands and the Boycott Debate

Interestingly, the call to boycott Target wasn’t universally supported within the Black community, especially among entrepreneurs. Some prominent Black-owned brands and influencers, such as Tabitha Brown and April Showers, the founder of Afro Unicorn, took a different stance. They urged consumers not to boycott, but instead to intentionally support the Black businesses that are still selling their products within Target stores (Black-owned brands urge US consumers not to boycott Target over end of diversity efforts). Thus, their argument focused on preserving the gains Black entrepreneurs had made in accessing large retail platforms.

This perspective highlighted a complex dilemma. Some activists worried that a widespread boycott could inadvertently harm the very Black entrepreneurs who rely on Target for distribution and visibility (Is this the end of Target? This is the reason why activists are calling for a boycott of the store). The debate underscored the different strategies considered within the community. Ultimately, the division reflected the challenge of balancing collective protest against potential negative consequences for individual Black businesses operating within the system being criticized.

Lessons Learned? Competitors and Corporate Diversity Backlash

Target’s struggles stood in stark contrast to those of some of its competitors. Companies like Costco and Ben & Jerry’s, known for maintaining their commitments to DEI initiatives, did not face similar boycotts or backlash (Some Shoppers Are Boycotting Target for 40 Days). In fact, businesses that upheld their diversity programs generally saw stable or even increased foot traffic during the same period that Target experienced declines. Therefore, this suggests a potential link between corporate DEI stances and consumer loyalty, particularly among minority groups.

Industry analysts pointed to the way Target handled its policy shift as a key factor in the severe backlash. The abrupt reversal of its diversity commitments was seen as jarring compared to competitors who maintained consistent messaging and action around DEI (Target Faces Boycott in LA for Rolling Back Diversity Programs). Consequently, the situation serves as a case study on the potential risks for corporations that backtrack on diversity pledges, especially when facing pressure from political winds. The significant financial and reputational costs incurred by Target highlight the power of Black and Latino consumers and the importance these communities place on corporate accountability regarding racial equity.

ABOUT THE AUTHOR

Darius Spearman is a professor of Black Studies at San Diego City College, where he has been teaching since 2007. He is the author of several books, including Between The Color Lines: A History of African Americans on the California Frontier Through 1890. You can visit Darius online at africanelements.org.