Target Faces 40-Day Consumer Boycott Over DEI Policy Rollback

Target Faces 40-Day Consumer Boycott Over DEI Policy Rollback

Retail giant Target is bracing for a 40-day consumer boycott starting Wednesday, triggered by its decision to scale back its Diversity, Equity, and Inclusion (DEI) initiatives.

 The boycott, which intentionally begins with the start of Lent, highlights growing tensions over corporate diversity policies in the United States.

The controversy stems from Target’s January 24 announcement, made just days into Donald Trump’s presidency, where the company revealed it would eliminate hiring goals for minority employees, disband an executive committee focused on racial justice, and adjust its broader DEI programs. Target introduced a new approach called “Belonging at the Bullseye”, which the company says prioritizes fostering a sense of belonging for employees, customers, and the wider community while aligning with the evolving political and legal climate.

However, this shift hasn’t sat well with activists and progressive consumers, many of whom view the changes as a retreat from the commitments Target made in the wake of George Floyd’s murder in 2020. Target, headquartered in Minneapolis, had previously positioned itself as a corporate leader in racial justice advocacy and LGBTQ+ inclusion.