Corporation recently rescinded its DEI policies
A coalition of concerned multiracial citizens convened outside Target headquarters on Thursday morning Jan. 30 to voice their disapproval of the company’s recent abandonment of its diversity, equity and inclusion (DEI) initiatives. These policies included a significant commitment to Black entrepreneurs, which aimed to create shelf space for 500 new products by Black business owners by the end of 2025. To date, Target has not addressed inquiries regarding this commitment.
Civil rights attorney and activist Nekima Levy Armstrong stated that the purpose of the gathering was to inform Target of the community’s demands in support of DEI. These demands include reversing the recent decision, acknowledging the mistake, and committing to improved practices moving forward.
“Target has received immense support from the Minnesota community and beyond, as many believed the corporation shared their values,” said Levy Armstrong. “For years, they did. To see them yield so quickly to the whims of the Trump administration is not just disheartening, it’s profoundly disappointing.”
The protest was joined by Jaylani Hussein, executive director of the Minnesota chapter of the Council on Islamic-American Relations; Monique Cullars-Doty from Black Lives Matter; and Sheletta Brundidge of Sheletta Makes Me Laugh. Levy Armstrong emphasized that this situation has prompted many to reconsider their patronage of Target.
“I’m sure many Target employees, especially African Americans, are concerned about what this decision means for them and their future with the company. Target’s cessation of diversity tracking and participation in related initiatives is striking. In a pivotal moment for social justice, corporations like Target should be at the forefront.
“This is the very place where George Floyd was murdered in 2020, and Target was among the first to prioritize diversity and pledge substantial investments in equity. Now they are retreating from those commitments, which many minorities, particularly in the Black community, will not accept.”
Armstrong and her coalition’s message is clear: “Until Target reverses its decision and offers an apology, we will not spend another Black dollar there.” The company’s actions raise critical questions, particularly regarding the well-being of employees who previously felt secure under DEI protections. Will staff trust that Target will prioritize the interests of minorities, individuals with disabilities, veterans, seniors, and LGBTQ employees?
In a bold move, Armstrong pointed out that Rev. Al Sharpton has hinted at a national boycott in the coming months. “Our boycott begins on February 1, coinciding with Black History Month, and will remain in effect indefinitely unless Target changes course. The timing of this decision is notable, as it falls just before Black History Month, a time of increased focus for Black entrepreneurs and consumers.”
She further indicated that Target’s recent actions suggest a desire to avoid accountability regarding diversity and a reluctance for external oversight — “a recipe for regression rather than progress.” Armstrong encouraged consumers to support Black entrepreneurs directly, advocating for the circulation of Black dollars within the community.
Armstrong expressed empathy for the Black entrepreneurs whose products were slated to be featured in Target, lamenting the difficult position created by the company’s sudden policy reversal. She reiterated the call for community members to refrain from shopping at Target and to choose other Black-owned businesses instead.
Discontent regarding Target’s brand integrity also resonated with former employees. Shelly Sumter, who served as a corporate employee at Dayton-Target, voiced her disappointment over the DEI rollback: “During my time, working in various capacities, I witnessed the invaluable contributions of minority employees to the company. It’s disheartening to see a corporation that once championed diversity and inclusion take such a regressive step without fully considering the implications.”
As of press time, Target has not responded to requests for comment.
Al Brown is a contributing writer. He welcomes reader comments at alvinb303@gmail.com.
