The nationwide boycott of Target stores, launched on February 1, 2025, has garnered significant attention in response to the corporation’s decision to cut its Diversity, Equity, and Inclusion (DEI) policies. Activists and community leaders, particularly in Minnesota, are calling for a long-term stand against the retail giant, which they believe has abandoned its commitment to racial justice and inclusivity.
The boycott was officially announced at a press conference held on January 30, 2025, outside Target’s headquarters in downtown Minneapolis. Civil rights attorney Nekima Levy Armstrong, along with other community leaders, expressed outrage at Target’s rollback of DEI initiatives, framing it as a capitulation to political pressure from the Trump administration, which has actively sought to reduce the scope of diversity programs in both public and private sectors.
“For decades, Target has been a trusted company supported by Minnesota residents and families,” said Armstrong. “But now, Target has decided to put profits and politics over people. This is a betrayal, and we will not stand for it. Our boycott starts today and will continue until Target reverses its decision.”
Many supporters of the boycott have pointed out the irony of Target’s actions, given the company’s prior commitment to diversity and inclusion, particularly in the wake of George Floyd’s tragic murder by police officers in Minneapolis. Target had previously taken a stand for racial justice and pledged to invest in initiatives promoting diversity, but its recent move has left many feeling betrayed.
Jaylani Hussein, Executive Director of CAIR Minnesota, echoed Armstrong’s sentiments, noting that the timing of Target’s decision—just before Black History Month and after the holiday shopping season—appears to be a calculated move to avoid financial repercussions. Hussein called for people to support Black businesses directly instead of shopping at Target.
“Target’s decision is not only a blow to diversity, but also a direct threat to Black creators and Black businesses,” Hussein said. “We urge everyone to buy directly from Black businesses during this critical month and beyond. We will not give Target another dollar until they take meaningful action to reverse this rollback.”
Monique Cullars-Doty, co-founder of Black Lives Matter Minnesota, also joined the call for the boycott. Cullars-Doty emphasized the importance of supporting Black-owned businesses instead of continuing to fund a corporation that has failed to uphold its promises of equity and inclusion.
“Target will not see a dime of our Black dollars,” Cullars-Doty declared. “Not during Black History Month, not ever, unless they change their course.”
The boycott has sparked a larger movement calling for corporate accountability in promoting diversity and inclusion. Armstrong and other leaders invoked the legacies of historic civil rights figures like Rosa Parks, Martin Luther King Jr., and Sojourner Truth, urging a return to the principles of racial justice and equality.
“We stand in solidarity with those who fought for justice and equality before us,” Armstrong said. “We will continue their work, and Target must understand that we will not support their actions until they reverse course.”
The boycott has been widely discussed on social media, with many expressing support for the cause and pledging to avoid Target stores. Activists are calling for people to choose where they spend their money, highlighting the importance of supporting businesses that prioritize racial justice and inclusivity in both their policies and practices.
The boycott of Target stores is not only a protest against the company’s recent decision but also a larger statement about the need for corporations to actively fight against inequality. As the boycott continues, activists are hopeful that it will push Target to reassess its stance on diversity and inclusion and that it will serve as a broader reminder to other companies that people are paying attention to their actions.
“We will not rest until Target, and other companies like it, realize the value of diversity and inclusion—not just in their advertising, but in their policies and practices,” Armstrong concluded. “This fight is not over. It’s just the beginning.”
