Target’s recent leadership change and declining stock performance have fueled widespread discussion—but much of the fallout stems from the company’s decision to roll back its DEI (Diversity, Equity, and Inclusion) programs. In early 2025, Atlanta pastor Dr. Jamal Bryant called for a boycott of Target after it scaled back its DEI commitments. The boycott has been described as the most effective Black consumer boycott since the Montgomery Bus Boycott 70 years ago. This moment highlights how consumer trust, corporate values, and DEI are deeply connected—and why abandoning commitments to equity can carry lasting financial and reputational costs.
DEI Pushback and Misunderstanding in the Workplace
Across the U.S., DEI has become a lightning rod issue, often mischaracterized as a “bogeyman” behind unrelated social and economic challenges. While imperfect, DEI initiatives provide employees with avenues to address workplace harm and create environments of fairness and belonging. For Black consumers in particular, Target’s reversal felt like a betrayal—especially after the company pledged $2 billion to support Black-owned businesses following the murder of George Floyd. By comparison, Costco has doubled down on DEI, earning consumer trust and boosting sales, demonstrating how consistent equity commitments can strengthen brand loyalty.
The Power of Collective Action in the Target Boycott
Target’s boycott has gained traction not just among Black consumers but also within other marginalized communities—Latino, LGBTQIA+, and low-income groups—who recognized that DEI rollbacks affect them as well. Much like Fred Hampton’s Rainbow Coalition of the 1960s and the Montgomery Bus Boycott, the Target boycott thrives because of coalition-building. Harvard political scientist Erica Chenoweth’s research shows that only 3.5% of a population’s active participation is needed to create systemic change. The Target case is proof that solidarity across communities can hold corporations accountable.
Lessons for Businesses on DEI and Long-Term Success
The hiring of Michael Fiddelke as Target’s new CEO has done little to ease concerns that the company will reverse its DEI stance. As Pastor Bryant noted, leadership changes won’t matter if ideology remains unchanged. The real lesson for businesses is clear: DEI is not a trend or a “nice-to-have”—it’s a necessity. Consumers and employees are paying close attention to whether a company’s actions match its promises. Companies that compromise on equity risk not only their reputation but also their bottom line. In 2025 and beyond, long-term business sustainability will depend on building trust, fairness, and genuine inclusion.
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