A protest was staged outside of Target headquarters in downtown Minneapolis after the company announced it's ending its diversity initiatives last week.
The move follows an executive order by President Trump cutting DEI programs from the federal government.
Protestor Raisha Williams says Target criminalizes people in Black and brown communities.
"I was appalled, disgusted, and I felt ashamed when I walked in there and the detergent that I like to purchase had been locked up," Williams says. "Do you hear me? Locked up like I was a criminal. So I walk over to the toothpaste to grab my toothpaste, and that was locked up. Then I walk over to the vitamin section to get the vitamins for me and my children, and that was locked up.
The group is calling for a nationwide boycott of Target starting February 1, the start of Black History Month.
“For decades, Target has benefited from nearly unfettered support from Minnesota residents, families, and consumers all around the country," said Nekima Levy Armstrong, civil rights attorney and founder of the Racial Justice Network. "In the past, Target was known for its diversity initiatives and reputation for supporting diverse communities. Now, Target has shown its true face by deciding to rollback its focus on diversity, equity, and inclusion by putting profits and politics over people. We are fighting back against Target by boycotting its stores, indefinitely, beginning on February 1st, 2025."
Target is also facing backlash in their hometown from Twin Cities Pride. The festivals organizers turned down the retailer's corporate sponsorship money after they ended DEI programs.
Target and the Target Foundation have made six-figure donations in recent years to groups working on Black economic empowerment and LGBTQ+ acceptance. “Racial equity” is still listed as a cornerstone of the foundation’s local grantmaking. But some fundraisers now wonder whether those types of gifts remain a primary concern for the brand, as Target joins other major American companies in curtailing internal DEI efforts attacked most prominently by President Donald Trump’s administration.
Target announced Jan. 24 that it would conclude the DEI goals previously set to increase Black employees’ representation and advancement, improve Black shoppers’ experiences and promote Black-owned businesses. The company plans to stop submitting reports to external diversity surveys and named Human Rights Campaign’s Corporate Equality Index as an example. It is also “further evaluating our corporate partnerships to ensure they are directly connected to our roadmap for growth,” according to a memo posted on its website.
Target did not share publicly what those changes meant for its philanthropy — which totaled $384 million last year in cash and products from the corporation and its foundation, according to the company. In response to an Associated Press inquiry, the company described philanthropy as “a key way Target engages with communities, whether in our hometown of Minneapolis-St. Paul, in the communities surrounding our stores, or in the countries where our supply chain exists.”