(NewsNation) — Target, a private company not required to follow President Donald Trump’s orders to dismiss diversity, equity, and inclusion in the workplace, did just that in January.
The Minnesota-based chain announced on Jan. 24 that it was ending its hiring, supplier recruitment and promotion goals for women, members of racial minority groups, LGBTQ+ people, veterans and people with disabilities.
Though it’s not the only major company backtracking on DEI, it’s facing major customer blowback and a new boycott.
That’s in part because Target had previously been hailed as an inclusive company, having made six-figure donations to groups championing Black economic empowerment and LGBTQ+ acceptance in the past.
Other companies like Walmart and John Deere have announced similar changes to their DEI initiatives, CNN reports, but haven’t seen the same ire from customers.
Target boycott: Pastor suggests dropping retailer for Lent
One Atlanta-area megachurch pastor, the Rev. Jamal Bryant, asked dispirited Target shoppers to “fast” from the retailer for the 40 days of Lent.
Bryant asked participants to abstain from shopping at Target, in-person or online, and to sell personal stocks and shareholdings with Target Corporation.
“This is a fast for accountability. A fast for justice. A fast for a future where corporations do not bow to pressure at the expense of marginalized communities. As we journey through these 40 days, let us pray, reflect, and act — knowing that our collective sacrifice can bring about transformation,” the movement’s website reads.
Bryant and other leaders plan to meet with Target’s board when the “fast” ends on April 17 to “assess whether we will proceed to Phase 2.”
No details about a second phase have been shared yet.
Other economic boycotts and protests
The boycott aimed at Target is the latest in a series of economic protests announced in recent weeks. Last week, a 24-hour general “economic blackout” was set to take place. The movement, promoted largely on social media, encouraged people not to spend money all day, especially at large chains. The organizers hoped to send a message to corporations and their billionaire leaders.
However, the scope of its impact wasn’t clear, according to retail analysts. As of midday Friday – halfway through the economic blackout – any retrenchment on the part of consumers wasn’t visible, according to Marshal Cohen, chief retail advisor at market research firm Circana.
“It doesn’t look like anybody’s really pulling back,” he said. “If you get 5% or 10% of the people that don’t shop, that could happen on any given day because of the rain.”
The NAACP has been advocating for a more targeted approach, encouraging Black Americans to spend their money with companies that are upholding prior DEI commitments, such as Costco, Apple, Ben & Jerry’s, Delta Airlines, e.l.f. Cosmetics and JPMorgan Chase & Co.
Meanwhile, they encourage shoppers to steer clear of companies that are backtracking, including Target, as well as Lowe’s, Walmart, Tractor Supply, Amazon, Meta, and McDonald’s.
The Latino Freeze Movement has also released a list of retailers it encourages people to support or stay away from.
“Latinos and Latinas (and anyone!) stop spending money,” the group says. “Hold the line. We can all collectively make a big impact by simply holding and not spending our money.”
The Associated Press contributed to this report.