The Great Target Fast: A 40-Day Boycott Begins

Community members protesting for diversity and inclusion outside a retail store

News Summary

A new movement named the ‘Target Fast’ has launched, encouraging abstention from shopping at Target for 40 days in response to changes in the company’s diversity initiatives. Spearheaded by Rev. Jamal Bryant and supported by various faith and civil rights leaders, the boycott aims to challenge Target’s recent scaling back of DEI programs and seek accountability. As of the kickoff date, around 110,000 individuals have signed up, indicating strong consumer discontent and a shift towards supporting Black-owned businesses.

The Great Target Fast: A 40-Day Boycott Unfolds

On February 28, 2025, a new movement named the “Target Fast” kicked off, coinciding with the first day of Lent. Spearheaded by Rev. Jamal Bryant, a prominent pastor, the boycott aims to take a stand against changes in Target’s diversity, equity, and inclusion (DEI) initiatives. Organized together with various faith and civil rights leaders, the movement invites participants to abstain from shopping at Target throughout the Lenten period, which runs until April 17, 2025.

What’s the Buzz About?

The roots of this boycott stem from Target’s January 2025 announcement that it would be scaling back several DEI programs. This included the discontinuation of a significant initiative designed to support Black employees in advancing their careers and fostering relationships with Black-owned businesses. The company also revealed plans to halt the setting of hiring and promotion goals specifically aimed at underrepresented communities, including women and racial minorities. This decision has spurred a wave of discontent among consumers and activists alike.

The Power of Black Dollars

At the heart of the Target Fast is an empowering message found on its official website, encouraging participants to view their spending power as a means of fostering change. Emphasizing a sense of collective responsibility, the site suggests that by “turning your dollars into data, power, and change,” participants can make their voices heard in the retail landscape.

Amplifying Voices in Protest

In response to these cuts, protests have unfolded outside Target’s Minneapolis headquarters, indicating a strong local reaction. Notably, the daughters of a co-founder of Target have voiced their disapproval and concern regarding the company’s direction. Additionally, industry experts are weighing in, underscoring that consumer backlash tends to be more vigorous against corporations that stray from their previously stated values.

The Public Response

As of the boycott’s opening day, approximately 110,000 enthusiastic participants had signed up to join the effort. The outreach has garnered the attention of notable figures like Rev. Al Sharpton, who announced plans for his organization to identify two additional companies for possible boycotts within the next 90 days if they also abandon DEI commitments. These actions highlight a growing movement that challenges companies to uphold their commitments to diversity and inclusion.

Turning to Alternatives

While many supporters of the boycott are redirected towards shopping at Black-owned businesses, it’s worth noting that avoiding large retail chains can be a challenge for consumers, especially those with limited options nearby. The economic implications of shifts in consumer behavior, particularly in response to actions taken by corporations like Target, may also lead to broader discussions about corporate responsibility moving forward.

Shifting Landscapes in Retail

The recent decision by Target is part of a larger pattern seen across many corporations, influenced by pressures from conservative activists. As the landscape shifts, some retailers have opted to pull back on DEI initiatives, seemingly unaware of the potential long-term impacts on their consumer base. Marketing experts caution that companies risk alienating loyal customers when their actions contradict previous messaging.

A Call for Accountability

The organizers of the Target Fast are calling for restoration of the commitments to DEI initiatives, specifically urging Target to honor a previous $2 billion pledge to spend with Black-owned businesses by the end of 2025. As this boycott unfolds, it doesn’t merely highlight a single incident but signals the potential for an evolving and sustained movement advocating for corporate accountability and equitable practices.

As participants gear up for this 40-day fast, it remains to be seen how the retail giant will respond to the growing discontent among its customer base. One thing is clear—the voices of the community are being amplified, and their commitment to corporate responsibility is louder than ever.