Major US retailers like Target have had a tough start to 2025, with protests and boycotts since February. Target has been at the center of this because of its decision to stop several diversity, equity, and inclusion (DEI) programs.
What Happened with Target’s DEI Initiatives?
Target once supported DEI programs that helped minority employees and focused on racial justice. But after pressure from former President Donald Trump’s administration, which criticized DEI, Target ended these programs. This included stopping a career support program for Black employees and ending hiring goals for minorities.
Because of this, many people started boycotting Target. Starting March 5, a 40-day boycott began, with protests showing clothes thrown on floors at various Target stores across the US.
Next Target: Dollar General
Jamal-Harrison Bryant, a pastor leading the protests, said the boycott against Target is not over yet. Now, the focus is turning to Dollar General, another retailer accused of cutting back its DEI efforts. Protesters plan to flood Dollar General with calls, emails, and social media messages.
Bryant explained that Dollar General serves many Black and low-income communities but has failed to invest properly in them. While Bryant’s group calls for stronger DEI at Dollar General, they are careful not to suggest a full boycott since some community members rely on Dollar General for groceries.
Past Protests and Promises
Earlier protests against Target happened in Minnesota and through The People’s Union. On May 25, more than 50 Black churches joined Bryant’s group to peacefully protest outside Target stores. This happened on the anniversary of George Floyd’s death.
In April, Rev. Al Sharpton met with Target’s CEO Brian Cornell. Bryant said Cornell promised to invest $2 billion in Black-owned brands by July 31.
Target’s Response
Target stated that it remains committed to inclusivity and supporting communities. The company highlighted several efforts, including investments in Black-owned businesses, scholarships, community support, and career opportunities for employees.
Despite this, Target’s stock dropped by 35.6% from January to April. The company also reported a big drop in sales at stores open for more than a year.
What’s Next for Target?
To win back customers, Target plans to open a new store in Brown Deer, Wisconsin, part of a bigger project called The Marketplace of Brown Deer. This area will include apartments and other shops and is expected to be ready by the end of 2026.
Target’s decision to end diversity programs has led to protests and boycotts, affecting its sales and stock. While the company promises to support communities, it faces pressure to regain customer trust. New store projects aim to improve its image and attract shoppers back.
