Topline
While the People’s Union ‘Feb 28 Economic Blackout’ is calling for a complete shutdown of consumer purchase activity across the country and not singling out any specific retailers, except Amazon, Walmart and Best Buy, Target is expected to take the most heat after Black faith leaders call for a 40-day “Target Fast” or boycott starting March 5 to coincide with Lent, according to CNN.
Large neon dog mascot and target logo on Target Retail store on 42nd Street in Times Square, New … [+]
Key Facts
The social-media-fueled ‘Feb 28 Economic Blackout’ has tapped into the country’s zeitgeist, giving consumers a way to express growing anxiety about inflation, economic uncertainty, corporate power and the direction of the Trump administration.
The economic blackout movement seems to resonate most strongly with those on the political left, though the People’s Union founder John Schwarz claims the economic blackout is not politically driven.
In that context, Target has become a particular focus of the consumer activist movement as the NAACP and Black faith and civil rights leaders call it out after it dialed back its pro-diversity, equity and inclusion policies earlier this year, including ending its Racial Equity Action and Change (REACH) initiatives and “evolving” its supplier diversity program that supported Black-owned business partners.
Rev. Jamal Bryant of New Birth Missionary Baptist Church in Stonecrest, GA has partnered with the Black Chamber of Commerce and OurMoneyUnited.com in a 40-day boycott of Target, called a “Target Fast,” and asked supporters to sell their Target stock.
Background
Target has been singled out by the consumer activist movement because it has retreated from its pro-DEI policies after being considered one of the most progressive companies in America for support of DEI. Calling the “Target Fast” a “spiritual act of resistance,” Rev. Bryant asks people of faith to “resist systems that perpetuate exclusion and inequity.” Specifically, the Target Fast movement demands that Target honor its pledge of $2 billion to the Black business community through products, services, and Black-media buys; to deposit $250 million among 23 Black banks; to “completely restore the franchise commitment to DEI;” and to support community centers at Historically Black Colleges and Universities educating students on retail business.
Crucial Quote
“The greatest insult comes from Target, which pledged to spend over $2 billion with Black-owned businesses by the end of 2025, only to find out that Target stopped the program at the start of the year. Black people spend over $12 million a day at Target,” Rev. Bryant stated on the TargetFast.org website.
Tangent
To date, Target has not made any statement about the 40-day “Target Fast” or the economic blackout. However, it continues business-as-usual with new partnerships in keeping with its “Tar-zhay” image. It just announced a new 500-piece line of activewear for adults and children with Champion sportswear to launch in August. And it is partnering with Warby-Parker to offer the stylishly-affordable eyewear brand in-store. Five shop-in-shops will be opened this year in locations that don’t have a Target Optical department and more are planned for 2026. Thus, Warby Parker will join Apple, Disney, Kendra Scott, Levi’s and Ulta as in-store partners.
Further Reading
Today’s ‘Economic Blackout’ began from an unlikely source. But It’s Tapped into Americans’ Anger (CNN, 2/28/2025)
‘A Spiritual Act Of Resistence’: Black Consumers Are Boycotting Corporations Retreating From DEI (CNN, 2/27/2025)
Target Is Getting Hit From All Sides On DEI (CNN, 2/21/2025)
