In a protest over the retail giant Target’s decision to eliminate its diversity, equity, and inclusion efforts, consumers are making their voices heard by launching a 40-day boycott.
The boycott kicked off on Wednesday, and activists have shared their displeasure with the Minneapolis-based company over its decisions to move away from DEI policies following federal changes by the Trump administration.
In an interview with CNN, Atlanta pastor Rev. Jamal Bryant, who is behind the boycott, shared his reasoning for speaking out against Target.
“We’re asking people to divest from Target because they have turned their back on our community,” Rev. Bryant told the outlet.
While several other Fortune 500 companies have made similar decisions in recent weeks, moving away from DEI policies after the president deemed it “illegal,” none have faced backlash as harsh as Target.
Anne and Lucy Dayton, the daughters of George Dayton, one of Target’s co-founders, said the decision from the company was “a betrayal” to its customer base and employees, according to an LA Times letter to the editor.
Instead of its DEI programs, Target said its new strategy, “Belonging at the Bullseye,” would help keep the company focused on “creating a sense of belonging for our team, guests, and communities.”
Still, many have said that Target’s pressure from consumers is worse than that of chains like Walmart, Tractor Supply, or others because of its progressive customer base.
“Black people spend upwards of $12 million a day, and so we would expect some loyalty, some decency and some camaraderie,” Bryant said.
The decision to boycott the store also comes at a bad time for Target, with the company’s CEO sharing earlier this week that prices would be on the rise after Trump’s tariffs went into effect.
“Those are categories where we’ll try to protect pricing, but the consumer will likely see price increases over the next couple of days,” Target CEO Brian Cornell shared with CNBC about produce imports from Mexico.
Among the items that may see immediate price increases include bananas, strawberries, avocados, and more.
“If there’s a 25% tariff, those prices will go up,” Cornell added.
It also comes as Target reported on Tuesday that its sales declined in February, and projections only show them growing around 1% this year.