Target boycott ends after yearlong campaign over diversity initiatives Leaders of a high-profile boycott against Target announced Wednesday they are ending their yearlong campaign, which had been sparked by the retailer’s decision to scale back some diversity, equity, and inclusion efforts. The campaign, led by activists including former Ohio state senator Nina Turner, Rev. William “Bill” Bryant, and Tamika D. Mallory, had drawn national attention as a response to Target’s perceived retreat from post-George Floyd commitments to support Black-owned businesses and minority communities. The boycott, which began in early 2025, was launched after Target announced in January that it was scaling back certain diversity initiatives, a move that coincided with President Trump’s return to the White House. Rev. Bryant, pastor of a prominent Metro Atlanta megachurch, initiated a 40-day Lent boycott, arguing the company had abandoned its promises to advance racial equity. The campaign drew inspiration from historic civil rights movements, such as the Montgomery and Birmingham campaigns, and became part of a broader effort by Black leaders to use economic pressure to counter corporate rollbacks on diversity and inclusion programs. Turner described the boycott’s catalyst as Target’s “bending to bigotry” after rolling back programs that supported Black products and minority-owned businesses. She recounted how she first reached out to Mallory, whom she referred to as her “sister-friend,” and together they connected with Bryant to form what they called the “Mothership Three.” The trio emphasized Target’s pledge to fulfill its 2021 commitment to invest $2 billion in Black-owned businesses, which they argued would more than double the number of Black-owned brands on its shelves.#target #michael_fiddelke #nina_turner #william_bryant #tamika_d_mallory
A national boycott of Target over its rollback of diversity, equity and inclusion (DEI) policies has ended without the company reversing its decisions. The boycott, which lasted nearly a year, concluded with no concessions from Target, according to its leaders. Pastor Jamal Harrison Bryant, a key organizer, stated that the boycott achieved progress and that Target remains committed to DEI, though the company did not alter its policies. Bryant, senior pastor at New Birth Missionary Baptist Church in Atlanta, told USA TODAY that conversations with Target CEO Michael Fiddelke led to the decision to end the boycott. He emphasized that Target’s current DEI initiatives, such as its “Belonging” program, align with the original goals of the protest. “It is essentially DEI as I read it,” Bryant said, adding that the company’s efforts to promote inclusion across all levels of the organization remain intact. Target’s statement to USA TODAY reiterated its commitment to DEI, calling it “more important than ever” to its growth strategy. The company highlighted its focus on creating opportunities for employees and communities it serves, though it did not address specific policy changes or concessions. Despite the boycott’s conclusion, some activists argue the fight is far from over. Nekima Levy Armstrong, founder of the Racial Justice Network, criticized the decision to end the boycott, calling it a “slap in the face” for the people who participated. She and other organizers vowed to continue pressuring Target until its DEI policies align with their demands. “This Target boycott is not over,” Armstrong said, urging shoppers to avoid the retailer until its commitments are fulfilled.#target #pastor_jamal_harrison_bryant #new_birth_missionary_baptist_church #michael_fiddelke #racial_justice_network
