The boycott of Target in 2025 is primarily due to Target's rollback of its diversity, equity, and inclusion (DEI) initiatives. After initially promoting DEI efforts starting in 2020, including pledges to increase Black representation and invest in Black-owned businesses, Target announced in January 2025 it would end its hiring and advancement goals related to DEI. This move was seen by many, especially Black consumers and civil rights activists, as a betrayal, leading to a significant boycott led by Black activists and social justice advocates. Key reasons for the boycott:
- Target's decision to abandon DEI goals triggered anger and protests among its diverse and progressive customer base who felt the company betrayed its commitments to racial equity.
- Prominent leaders like Rev. Jamal Bryant called for a boycott, describing it as one of the most impactful Black-led boycotts since historic Civil Rights movements.
- The boycott has caused a noticeable decline in Target's foot traffic and sales, contributing to financial struggles and management changes within the company.
- The boycott organizers insist the boycott will continue until Target fully recommits to its DEI promises, viewing the leadership change as insufficient without a cultural shift.
- Target has also faced backlash from conservative groups over its Pride merchandise in previous years, which compounded challenges around its brand identity.
Overall, the boycott is a response to Target's DEI rollback and is aimed at pressuring the company to restore its commitments to diversity and support for Black communities and other marginalized groups.
