Target faced significant backlash and a notable decline in foot traffic after announcing a reduction in its diversity, equity, and inclusion (DEI) commitments. This decision led to a boycott, spearheaded by Rev. Jamal Bryant, which involved over 200,000 participants. The company, once seen as a champion of diversity, is now navigating complex pressures from both consumer expectations and political influences. Despite promising to honor a $2 billion commitment to Black-owned businesses, many stakeholders feel the efforts are insufficient. The boycott has highlighted the tension between corporate diversity initiatives and external political pressures, as well as the economic impact on minority-owned businesses associated with Target.

Target announced a rollback of its DEI commitments, leading to a swift and negative reaction from its customer base, which has historically valued the company's inclusive policies. This decision resulted in a 9% year-over-year decline in foot traffic in February and a 6.5% decline in March.

Rev. Jamal Bryant organized a 40-day boycott, known as the Target Fast, during Lent to protest the company's DEI rollback. The boycott aimed to pressure Target into maintaining its diversity commitments and was joined by over 200,000 participants.

Target previously positioned itself as a leader in DEI efforts, especially following the death of George Floyd in 2020. However, the company's recent policy changes, influenced by pressures from the Trump administration and conservative groups, have led to significant consumer backlash.

Despite Target's commitment to spend $2 billion with Black-owned businesses by 2021, stakeholders like Rev. Bryant believe the company's efforts are insufficient and are calling for continued boycotts and further action.

The boycott has not only affected Target's sales but also impacted minority-owned businesses that rely on the retailer for significant portions of their sales. Some Black-owned businesses have seen a decline in sales at Target but an increase in direct sales through their own channels.

Target's shift in DEI policies has been criticized by key stakeholders, including the daughters of one of the company's co-founders, who labeled the changes a betrayal. The company's progressive customer base and its past advocacy for LGBTQ and racial justice issues have made it particularly susceptible to backlash.

The ongoing boycott and its implications underscore the broader societal debate over corporate diversity initiatives and the influence of political pressures on business practices, highlighting the complexity of balancing consumer expectations with external forces.