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
