Minnesota Activists Reject Boycott End
Minnesota activists leading a boycott against Target insist the protest persists after the retailer scaled back its diversity, equity, and inclusion (DEI) hiring policies. This stance follows a claim by one movement leader that the opposition has concluded.
Target’s Policy Shift Sparks Outrage
Target, headquartered in Minnesota, drew criticism in January 2025 when it reduced minority-hiring commitments. The change aligned with executive orders from President Donald Trump’s administration targeting “illegal DEI” in government and private sectors. The retailer cited an “evolving external landscape” as the reason for reversing pledges made to the Black community following George Floyd’s police killing in Minneapolis in May 2020.
Local Black activists called for shoppers to avoid Target stores, sparking a nationwide movement. Rev. Jamal Harrison Bryant of New Birth Missionary Baptist Church near Atlanta launched a 40-day “Target Fast” last March during Lent. He outlined four demands: a $2 billion investment in Black businesses, $250 million in deposits to 23 Black-owned banks, 10 retail training centers at historically Black colleges and universities, and restoration of DEI commitments.
Bryant’s Meeting and Announcement
New CEO Michael Fiddelke recently met with Bryant and others. Following the discussions, Bryant held a press conference at the National Press Club in Washington, D.C., expressing satisfaction. “Thank you for praying with us, marching with us, and staying with us, and stay tuned for the next fight because this fight for us has now reached its conclusion,” Bryant stated.
He elaborated that Target’s “Belonging” program provides access to everyone, including paths to C-suite roles, viewing it as equivalent to DEI.
Target welcomed the development in a statement: “We’re pleased to be moving forward, and we will continue showing up as trusted neighbors while delivering results for our team members, guests and the more than 2,000 communities in which we serve. Because when those communities thrive, so do we.” The company affirmed its commitment to growth and opportunity for all.
Original Leaders Push Back
Minnesota boycott initiators distanced themselves from Bryant’s position, holding their own press conference outside Target’s headquarters. Nekima Levy Armstrong, a prominent lawyer, social justice campaigner, and founder of the Racial Justice Network, questioned the move: “How can you call off a boycott focused on diversity, equity and inclusion and have no results to show for it? That is a slap in the face for the people. But who’s standing here? The people who actually called the boycott. The people who were actually willing to hold this company accountable and are not willing to compromise with Target Corporation until they do the right thing by the people of Minnesota and the people across this nation… This Target boycott is not over.”
Jaylani Hussein, executive director of CAIR-Minnesota, supported her: “They have not made a single concession… They have not made a single change to their policies and they are staying the course on their plan to continue to deny diversity, equity and inclusion in this company. Don’t be fooled. The Target boycott continues. It continues because the demand has yet to be met.”
CEO Addresses Sales Impact
Fiddelke stated earlier this month that he plans to invest billions to boost sales and revive Target’s fun shopping image. On the boycott, he noted: “As we went through last year, it was one of the things that impacted our sales. And so we know we’ve got trust to win back with guests, and we’ll be focused on doing it. There’s no easy button to win back trust, but we’ll do the work.”
Black Americans hold about $2 trillion in annual buying power, per recent consumer market estimates, highlighting risks for retailers alienating this key demographic.
