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Yahoo
28-04-2025
- Business
- Yahoo
Black And Latine Shoppers Continue To Boycott Target — And It Might Be Working. Here's Why.
For Kryztal Peña, a Target run used to be her weekly ritual. Peña, a Chicago-based hospital researcher and mom of two young children, loved going to the store as her 'stress coping mechanism' to walk the aisles, buy diapers and get her family out of the house. But since February, she has not done her shopping there. After Donald Trump got re-elected, Target, one of the nation's largest retailers, said in January that it would end the diversity, equity and inclusion (DEI) goals it had made to hire and promote more women and people of color, as well as to recruit more diverse suppliers to stay 'in step with the evolving external landscape,' according to a company memo sent to employees. Peña saw social media posts about the 'Latino Freeze' to protest Target's actions and decided to follow suit by boycotting the store. The first two weeks were hard. 'I definitely did miss it, but it is what it is,' she said. But she has since created new habits. Now, when Peña is low on diapers, she shops at Costco, a brand that has won praise for continuing to honor DEI principles when many companies have rolled theirs back. Peña said it would take much more than an apology at this point to get her to go back to Target. 'A statement now ― it's too far gone,' she said. 'It would take a big push where you're actually trying to reach out to Black and brown small businesses, and trying to incorporate them into your business again.' Peña is one of the many people who are joining boycott movements led by Black and Latine organizers against the retailer due to its decision to end DEI programs. And it might actually be working. One-day, no-shopping pledges like the 'economic blackout' earlier this year can face criticism for being more symbolic than effective. But a long-term boycott of a store can actually spark lasting change. Nina Turner leads a labor advocacy group called We Are Somebody and is one of the organizers calling for an indefinite boycott of Target. Turner said one of her reasons for starting her group's boycott was because Target 'lied to the Black community,' pointing to CEO Brian Cornell's statements after George Floyd's murder. After Floyd was murdered by police near Target's headquarters in 2020, Cornell said that Floyd 'could have been one of my Target team members.' In the months after Floyd's death, Target pledged to increase its Black workforce by 20% and to dedicate $10 million toward 'advancing social justice.' But just a few years later, Target walked back this pledge when it ended its DEI initiatives in January. 'Target, more than other companies … made a specific promise to the Black community, and then they bent to bigotry,' Turner said. After Target's DEI rollback this year, Turner joined forces with an Atlanta-area pastor, the Rev. Jamal Bryant, and activist Tamika Mallory to popularize a 40-day Target 'fast' to coincide with the Christian observance of Lent. Right before Easter, the three leaders met with a Target executive to see if Target would 'do the right thing,' Turner said, and restore its commitments to the Black community, invest in Black businesses and not penalize its workers. But they left the meeting with Target feeling as though nothing would change. So the three are now calling on customers to boycott all Target stores indefinitely. Target disputes that it has dropped its commitment to inclusion. 'At Target, we have an ongoing commitment to creating a welcoming environment for all team members, guests, and suppliers. It's core to how we support and grow our business,' a Target spokesperson told HuffPost when asked about the claims of Target caving to bigotry. 'We remain focused on supporting organizations and creating opportunities for people in the 2,000 communities where we live and operate.' But until Target changes its DEI policies, boycotts like these will continue. 'The Black community is serious about this boycott, and it's going to continue. We're building a Black-brown coalition as we go,' Turner said. Pediatric surgeon Dr. Michael Galvez is one of the co-organizers of the 'Latino Freeze' movement that is urging Latines to take advantage of their purchasing power and redirect it toward brands that support DEI. Galvez said the 'Latino Freeze' boycott of Target was, in part, inspired by Turner's work: 'I don't want to buy at Target if they've stopped all these initiatives,' he said. And the more groups that boycott Target, the stronger this movement becomes. Trevon Logan, a professor of economics at Ohio State University, said that a 'coordinated response' from multiple groups like the ones led by Black clergy, civil rights leaders and the 'Latino freeze' organizers can make a difference because it 'reflects a strategy that is focused and could serve as a signal to other retailers in this space.' When Turner first launched a boycott of Target earlier this year, it coincided with Black History Month. During that time, Target's foot traffic went down 6.5% compared to its year-over-year performance, while Costco's shot up 7.5%. Turner said Target's CEO Cornell has now 'found out' what happens when you dismiss 'the power of the Black dollar and the power of Black people's commitment to not be taken advantage by corporations like him.' Foot traffic at Target stores, in general, has dropped for 11 straight weeks, according to while foot traffic at Costco has been steadily increasing over the past 16 weeks. Target did not respond to questions about whether a reported drop in foot traffic can be linked to its decision to end DEI programs. 'We will have to see what the first and second quarter results are, but foot traffic is a real-time indicator of consumer response,' Logan said, noting the importance of Costco, which continues to defend DEI, seeing its foot traffic increase. Beyond foot traffic, retailers also pay attention to brand loyalty ― and that can be one of the biggest strengths of a months-long boycott. The longer people go without shopping at Target, the more likely they are to realize they don't need to shop there ever again. 'It can be difficult to win back a customer who has become disaffected,' Logan said. 'If consumption patterns change and consumers settle into a new pattern, it becomes less about the boycott and much more about how the firm can attract new customers and old customers.' Galvez said it would take a major public apology from Target and reinvestment in racial minority groups and LGBTQ+ communities for him to consider shopping at Target again. But for now, he won't. 'This could be generational,' Galvez said. 'I'm teaching my kids: 'We don't go to Target anymore.'' Friday's No-Shopping 'Economic Blackout' Is Everywhere Online — And Experts Have Thoughts Worried About A 'Trumpcession'? Here's What Finance Experts Say You Should Do Now. We Work In DEI. Trump's Wild Anti-Diversity Claims Are Spreading Popular Lies.
Yahoo
30-01-2025
- Business
- Yahoo
Black-owned brand founders at Target react to the store's nixing of DEI and calls for a boycott
Several Black founders and brand owners are speaking out amid calls for a boycott of major retailers rolling back DEI. This week Target joined the list of stores scaling back (or doing away completely) with their DEI efforts. Backlash was quickly followed by calls for a boycott, leading to at least one organization, We Are Somebody, planning one slated to begin on February 1. Initially, it was supposed to be a total ban on the store, although the organization has since updated the terms of the boycott to permit consumers to still shop from diverse brands. In the days since, businesses owned by Black and brown folks and/or women stocked by the retailer have been pleading with consumers not to boycott. Since the Minneapolis-based retailer set a goal in 2022 to invest over $2 billion to get over 500 Black-owned brands in its store by 2025, hundreds have come into the fold. According to Reuters, the retailer is on track to meet that goal as there are plenty of Black-owned brands at Target across all departments, including hair and beauty, grocery, home goods, and office supplies. Major brands include Tracee Ellis Ross' haircare line Pattern, Gabrielle Union's Proudly baby care items, Ghetto Gastro's cookware and food items, Be Rooted stationary, and others. Many of these same brands worry that a total boycott of Target could severely hurt their sales and adversely impact their chances of continuing business with the big box chain. Entrepreneurs and business owners who have spoken out so far include Tabitha Brown, Zoe Oli, and Melissa Butler. Below, we've gathered the latest responses to the backlash and calls to boycott. Tabitha Brown One of the first to speak out was actress and vegan guru Tabitha Brown, who has had multiple collections at Target in various departments, including swimwear, grocery, and home goods since 2022. She called the move from Target 'disheartening' and 'definitely heartbreaking,' before urging consumers to consider what a boycott could mean for Black businesses. 'So many of us would be affected,' she said in a video uploaded to Instagram. 'Our sales would drop and our businesses would be hurt. And if any of you know business, it doesn't just happen overnight.' Afro Unicorn April Showers, the founder of Afro Unicorn, a product that can be found in the store's toy department, echoed others' sentiments when she urged consumers to still shop Black- and brown-owned businesses within the retailer. 'Target is about money,' she told Reuters. 'Target is not going to remove any of our products if they're performing well, so we're saying be strategic with your dollar.' Beautiful Curly Me The youngest business owner in the toy category — Zoe Oli, owner of the Beautiful Curly Me doll — has also joined the chorus pleading with consumers to consider the impact of a boycott. 'Family, Don't let them erase us,' began the caption of a post on the brand's Instagram page. 'Your support is needed now more than ever for us and other #blackowned businesses at Target. We have worked so hard and spent so much to be here- and we need your support to be successful in retail so we can scale and someday have our own. The news from Target and others is sad, frustrating and so disheartening but please let's rally together and be intentional with what we purchase at these retailers. Numbers do not lie. Our sales performance is what will help us grow and expand. Our voices matter and we belong on shelf just like those other multi-million dollar brands.' She added, 'I'm the youngest CEO in my category at Target, and I don't want to be the last.' HoneyPot HoneyPot, a popular feminine hygiene and care brand at Target led by Beatrice Dixon, took a less direct approach by responding to the boycott and backlash in an Instagram post, seemingly agreeing with the popular attitudes among consumers. 'We understand and share the disappointment over the recent DEI rollbacks from our long-time retail partners,' the lengthy post began. 'As a Black-founded and led brand, we remain committed to inclusivity and the elevation of all minority and/or marginalized communities, continuing our work in education, care, and community programming.' In the post's caption, the brand said they were working to determine what this means for their community and thanked their consumers for their trust and support. The Lip Bar Melissa Butler, founder and CEO of The Lip Bar, has also voiced her thoughts following the news. In a video posted to her Instagram followers, the CEO said she was disappointed but not surprised. 'I think part of it is because Trump is emboldening companies to reverse commitments that they never wanted to make in the first place. And that is not just true for Target. I think it's true for a lot of companies,' she explained. Butler also suggested another potential reason for the rollbacks: 'A lot of the brands that they launched didn't do well.' Mented Cosmetics In a video post of her own, K.J. Miller, founder of Mented Cosmetics, called Target and other major retailers' decision to roll back DEI 'shortsighted' and 'bad for business.' She also supported those who wanted to boycott by noting that she didn't 'begrudge' anyone who did or did not want to boycott. 'Diversity and inclusion is good for business. There have been plenty of studies to show this. When your shelves represent your consumers and when your boardrooms represent your consumers, you do better business for those consumers,' she said. The Doux Maya Smith, founder of The Doux, a haircare brand currently sold in Target, also contributed her thoughts to the conversation in a lengthy post on the brand's Instagram. In her post, Smith asked shoppers to consider how a boycott could impact Black businesses. She also warned against jumping to conclusions about any of your favorite brands who have not said anything. 'For clarity, this message is not intended to dismiss the value of boycotting,' she wrote in the post's caption. 'I believe in its power as a collective action. However, I don't think it's the best course of action in this specific scenario. That said, I respect the right of every customer to shop The Doux where you feel valued.' More must-reads: Dwyane Wade reveals 2023 partial kidney removal and cancer diagnosis: 'I found strength in my family' Black leaders condemn Trump's 'racist' remarks which blamed DEI for D.C. plane-helicopter crash Civil rights groups warn of FBI's past abuses of Black leaders in opposing Trump nominee Kash Patel
Yahoo
30-01-2025
- Business
- Yahoo
Target's latest policy change sparks massive boycott threat
Last week, Target () decided to hop on a growing trend in corporate America that has garnered both praise and blowback from consumers. The retail giant opted to scale back its diversity, equity, and inclusion program, which includes discontinuing initiatives such as withdrawing its participation in the Human Right Campaign survey, which tracks LGBTQ+ corporate policies and practices. 💰💸 💰💸 Target also announced that it will be discontinuing its three-year DEI addition, it will conclude its Racial Equity Action and Change initiatives that include advancing the careers of Black employees, instituting anti-racism training for team members, promoting Black-owned businesses, sourcing products from Black suppliers, and more. 'Many years of data, insights, listening and learning have been shaping this next chapter in our strategy,' said Kiera Fernandez, chief community impact and equity officer at Target, in a memo announcing the changes. 'And as a retailer that serves millions of consumers every day, we understand the importance of staying in step with the evolving external landscape, now and in the future – all in service of driving Target's growth and winning together.' The changes from Target comes after President Donald Trump issued an executive order on Jan. 21 that dismantles the federal government's DEI programs. In the executive order, he claimed that the programs enforce 'illegal and immoral discrimination.' Now, it appears that Target may soon face a large boycott from consumers for slashing multiple DEI initiatives. In a viral tweet on social media platform X, which has so far garnered over 2.7 million views, labor advocacy group We Are Somebody called for consumers to boycott all Target locations as a result of the retailer rolling back DEI. 'STARTING FEBRUARY 1st, WE ARE SOMEBODY IS CALLING ON A MASS BOYCOTT OF ALL TARGET STORES,' said the group in the tweet. In a separate tweet, We Are Somebody founder Nina Turner, claimed that Target's choice to scale back DEI is a 'test,' and that it is important to support Black and other minority-owned businesses that sell their products in Target during the boycott. This is not the first time Target has faced a boycott. During the summer of 2023, Target suffered a massive boycott from consumers over its pride collection, which faced backlash for being marketed towards children. The retailer has struggled with weak sales ever since the controversy over its pride collection unfolded. While the recent boycott calls has garnered some supporters, it has also gained criticism. Black-owned doll brand Beautiful Curly Me, which sells products in Target, warned in an Instagram post that boycotting Target could harm its small business and others since whether or not its products stay on shelves is dependent on sales.'The news from Target and others is sad, frustrating and so disheartening but please let's rally together and be intentional with what we purchase at these retailers,' said the company in the post. 'Numbers do not lie. Our sales performance is what will help us grow and expand. Our voices matter and we belong on (the) shelf just like those other multi-million dollar brands.' Actress Tabitha Brown, who has a cookware set that is sold at Target, also took to Instagram to post a video emphasizing that a Target boycott could have a negative effect on small businesses. More Retail: Dollar Tree issues stern warning about its pricing Foot Locker sounds the alarm on a concerning customer behavior Amazon accused of concealing a major change to Prime delivery 'The thing that concerns me the most, and I want you to hear me and hear me well, if we all decide to stop supporting said businesses and say, 'I can't buy nothing from there,' even the businesses affected by the DEI ban, what that does is you take all of our sales and they dwindle down and then that company gets to say, 'Oh your products aren't performing,' and they can remove them from the shelves and then put their preferred businesses on the shelves,' said Brown in the Instagram video. Since Target made the decision to scale back its DEI initiatives, it not only faced boycott calls from consumers, but it also was banned from participating in the Twin Cities Pride parade in Minneapolis, which the retailer has been a long supporter of. Target isn't the only company to cut DEI initiatives. Last year Walmart, Lowe's, Harley-Davidson, Tractor Supply, etc., slashed their DEI policies amid consumer pressure and legal concerns surrounding the policies. Earlier this year, Amazon, Meta and McDonald's also hopped on the in to access your portfolio
