40-day ‘Target Fast’ underway to boycott Target DEI rollbacks
Pastor Dr. Jamal Bryant, leading the “Target Fast,” urges Target executives to restore DEI policies, hoping the boycott forces a reversal.
- A 40-day boycott against Target began March 5, 2025 and is expected to last until April 17, 2025.
- In response to Target’s DEI reversal, some shoppers are boycotting the retailer.
- Additional boycotts to Amazon and Walmart are planned later.
Some Indiana Target stores might see fewer shoppers in March and April from customers upset over major corporations who have backtracked on their DEI or diversity, equity and inclusion initiatives.
A 40-day boycott against Target kicked off Wednesday after a nationwide 24-hour economic blackout. More boycotts are planned against Amazon and Walmart in the coming days.
Here’s what we know about it.
Who is leading the Target boycott?
The consumer spending pause, led by Atlanta Pastor Jamal Bryant, encourages shoppers to refrain from purchasing anything from Target during the “40-day fast” to coincide with the start of Lent, a 40-day period of fasting and prayer leading up to Easter.
Why has Target been singled out for a boycott?
Bryant named several major retailers — Walmart, McDonald’s and Amazon — who have rolled back DEI policies but said they chose to Target in part because it’s headquartered in Minneapolis, the same city where police officers killed George Floyd.
What is the 40-day Target boycott about?
Bryant and other Black faith leaders have voiced their frustration with Target, they said, for reneging on a $2 billion promise to invest in Black-owned companies by the end of 2025.
“When George Floyd was killed, Target came out and made an announcement that they’re going to invest $2 billion into Black business,” Bryant said Wednesday during an interview on The Breakfast Club.
“When Trump made the announcement of January 2025, (Target) dishonored their commitment,” Bryant said, alluding to President Donald Trump’s threats in January the federal government would investigate corporations with DEI programs.
Within two days of Trump threatening legal action, Target announced it was ending its Racial Equity Action and Change (REACH) initiatives, under which it had pledged to invest $2 billion with Black-owned businesses by the end of 2025, as well as add more than 500 Black-owned brands and a funding program from its in-house media company.
In addition to boycotting Target, investors have been asked to sell any Target stock they may own.
Did the Feb. 28 boycott work?
According to Forbes, several retailers including Walmart and Amazon, saw a slight dip in web traffic during the 24-hour Economic Blackout last week, but Target was hit hardest with a 9% drop. Meanwhile, the publication says that Costco, which stood by its DEI initiatives, experienced a boost in web traffic of 22%.
Trump’s tariffs could also harm Target, lead to increased prices for shoppers
Target’s recent earnings report indicated a “decline in February net sales.” Along with consumer uncertainty, the company says tariffs imposed by the Trump Administration will yield more “profit pressure” and warns shoppers to expect price hikes on certain goods, such as fruits and vegetables.
How long is the Target boycott?
The no-spend period began Wednesday, March 5, and will continue for 40 days to align with Lent, which takes place March 5-April 17, 2025. The NAACP urged customers to instead support Black businesses as well as businesses that maintain its DEI programs.
How many Target stores are in Indiana?
There are upwards of 32 Target locations in Indiana, according to the retailer’s official website, including one in Muncie at 3601 N Barr St.
Are more boycotts planned?
Yes. Target isn’t being singled out for a boycott. The People’s Union, which called for the Feb. 28 economic blackout, has requested shoppers avoid spending money at other major retailers, which include Amazon and Walmart.
John Schwarz, an organizer for the Feb. 28 boycott and who goes by TheOneCalledJai on Instagram, told USA TODAY on Feb. 12 he and others are frustrated by corporate greed. In a video Schwarz posted to social media, he called for ordinary people to stand up for themselves against corporate interests.
“Some of you might say one day won’t make a difference and that’s exactly what they want you to believe,” said Schwarz on a video posted social media. “If enough of us participate, they will feel it and if they don’t listen, we escalate.”
When is the Amazon consumer boycott happening?
When is the Nestle consumer boycott happening?
When is the Walmart consumer boycott happening?
Siddharth Cavale of Reuters contributed to this article.
John Tufts covers trending news for IndyStar and Midwest Connect. Send him a news tip at JTufts@Gannett.com. Find him on BlueSky at JohnWritesStuff.
