By Stacy M. Brown | Washington, DC | March 31, 2025

Target continues to face mounting financial and reputational fallout after reversing course on diversity, equity, and inclusion (DEI) initiatives. The retail giant has lost more than $12.4 billion in revenue, seen its stock plunge by $27.27 per share, and is grappling with multiple lawsuits linked to its shifting DEI policies. Separate but powerful actions from Black-led organizations and faith leaders have intensified pressure on the company. Rev. Jamal Bryant launched a national Target Fast, calling for continued community mobilization. Meanwhile, the National Newspaper Publishers Association (NNPA) and the NAACP initiated public education and selective buying campaigns. While distinct in approach, the collective efforts have amplified scrutiny and economic consequences for Target. “Black consumers helped build Target into a retail giant, and now they are making their voices heard,” said Benjamin F. Chavis Jr., president and CEO of the NNPA. “If corporations believe they can roll back diversity commitments without consequence, they are mistaken.”

Early data from analytics firms Placer.ai and Numerator confirms a decline in consumer support. Numerator found that Black and Hispanic households are reducing their visits to Target at the highest rates. Placer.ai reported that on the national blackout day last month, Target saw an 11 percent decline in store traffic compared to average Friday visits. Since the company’s January 24 DEI reversal, Placer.ai data shows Target’s overall foot traffic has fallen every week. In contrast, Costco has gained ground. The warehouse chain rejected a shareholder proposal to weaken its diversity programs and stayed firm in its DEI stance. Analysts say Costco’s consistency and longstanding commitment to high wages and strong employee benefits may attract consumers frustrated with Target’s retreat. Costco’s shares have outperformed those of Walmart and Target over the same period. Walmart has also seen a dip in foot traffic, though not as sharp as Target.

While grassroots boycotts are not always financially damaging in the long term, Target’s situation may prove different. “Boycotts put a ‘negative spotlight’ on the company that can have reputational consequences,” Brayden King, professor at Northwestern University’s Kellogg School of Management, told Forbes. He noted that consumer trust, closely tied to corporate reputation, plays a critical role in shopping habits. In addition to its woes, Target issued a string of recalls in 2025 involving products sold on shelves due to undeclared allergens and injury hazards. Affected items included Gerber Soothe N Chew Teething Sticks, Dorel Safety 1st Comfort Ride and Magic Squad child car seats, Nuby stroller fans, Baby Joy highchairs, Chomps beef and turkey sticks, and Pearl Milling Company pancake mix. Rev. Bryant said Target Fast has now mobilized more than 150,000 participants and persuaded over 100 Black vendors to withdraw their products from Target. He urged continued focus and unity in holding the company accountable. “It is critical that Black people can’t afford to get A.D.D; we can’t taper off and lose synergy. It’s important that people stay the course and keep amplifying our voices because it is being heard from Wall Street to Main Street,” Bryant said. He added, “No, I’m now committed and grateful.”

According to the Birmingham Times, the New Birth Baptist Church pastor recently reported that the campaign he helped launch against Target has received robust national support.

From the Times:

The fast-selective-buying campaign, which began during the Lent Season from March 5 to April 17, targets what Bryant describes as the company’s neglect of the Black community. According to Bryant, the boycott has mobilized over 150,000 participants and persuaded over 100 Black vendors to withdraw their products from Target. The movement has led to a $12 drop per share in Target’s stock and a $2 billion decrease in its overall value.

“We just hit 150 thousand people who have signed up to be part of it, with over 100 black vendors that pulled out of Target, so the momentum is going steadily,” Bryant explained.

The NAACP and the National Newspaper Publishers Association (NNPA), representing the Black Press of America, have simultaneously announced the planning and implementation of a national public education and selective buying campaign in response to Target and other corporations that have dismantled their respective Diversity, Equity, and Inclusion (DEI) commitments, programs and staffing.

“Now is the time for the Black Press of America once again to speak and publish truth to power emphatically,” NNPA Chairman Emeritus Danny Bakewell Sr. explained.

“We are the trusted voice of Black America, and we will not be silent or nonresponsive to the rapid rise of renewed Jim Crow racist policies in corporate America,” said NNPA Chairman Bobby R. Henry Sr. “The Black Press of America continues to remain on the frontline keeping our families and communities informed and engaged on all the issues that impact our quality of life.”