Target 40-day boycott kicks off after CEO reveals 10-word message warning shoppers of upcoming price hikes
SHOPPERS have officially begun a 40-day boycott of Target following a controversial move by the retail giant.
The company’s backtracking on its DEI initiatives has garnered much consumer pushback, coming at a time when Target is already struggling under Trump’s new tariffs and impending price increases.
GettyTarget has come under fire following its shifting stance on DEI policies[/caption]
GettyThe Target boycott comes at a tough time for the chain as it faces new tariffs and potential price increases, shared by CEO Brian Cornell[/caption]
Today marks the first day in a 40-day shopping boycott against Target in response to the retail giant’s transition away from diversity, equity, and inclusion, or DEI, policies.
Jamal Bryant, a prominent megachurch pastor from Atlanta who initiated the shopping ban, called for others to divest from the chain because it had “turned its back on our community,” he told CNN.
The Target boycott, aligning with the start of Lent, comes over one month following the company’s changes to its DEI programs.
Shortly after his inauguration, President Donald Trump dismantled federal DEI programs via executive orders that “protect the civil rights of all Americans and expand individual opportunity,” the White House said in a statement accompanying the executive orders.
“Billions of dollars are spent annually on DEI, but rather than reducing bias and promoting inclusion, DEI creates and then amplifies prejudicial hostility and exacerbates interpersonal conflict.”
While Trump’s executive orders did not create new regulations specifically for private company DEI programs, they did encourage private sector compliance with anti-discrimination laws.
On January 24, Target responded by announcing plans to roll back on its DEI initiatives, including ending its program focused on aiding Black employees build their careers, boosting the experience of Black customers, and promoting Black-owned businesses in the wake of George Floyd’s death in 2020.
The retail giant also eliminated its hiring goals for minority employees, terminated an executive committee focused on racial justice, and did away with the DEI goals it previously set in three-year cycles.
Target shared it had already intended to end the racial program in 2025 and announced a new strategy called “Belonging at the Bullseye,” a revision to the diversity strategy first introduced last year.
The company clarified that it still remained committed to “creating a sense of belonging for our team, guests and communities.”
“Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results,” Target shared in the statement.
The retail chain also emphasized the importance of “staying in step with the evolving external landscape.”
UNDER FIRE
Target’s move away from DEI comes as other huge corporations such as Amazon, Google, Meta, and Walmart have similarly backtracked on the policies.
Target, however, has faced the fiercest criticism from DEI proponents, with shoppers protesting the move online and Anne and Lucy Dayton, the daughters of one of Target’s co-founders, labeling the move a “betrayal.”
Which companies have dumped DEI policies after Donald Trump's executive order?
Major brands have either ditched or are re-examining their DEI initiatives after Donald Trump cracked down at the federal level.
Walmart
McDonald’s
John Deere
Target
Meta Platforms
Ford
Brown-Forman – the parent company of Jack Daniels
Tractor Supply
PBS
Goldman Sachs has retreated from DEI, by dropping a requirement that forced some clients to include women and members of minority groups on their board of directors.
Google has rescinded a goal in 2020 to increase representation of underrepresented groups among the company’s leadership team by 30% within five years.
Amazon said it was halting some of its DEI programs, although it did not specify which ones.
Lowe’s said the company was “reviewing” its DEI programs.
Harley-Davidson said it does not have hiring quotas and would no longer have supplier diversity spending goals
The company’s actions mark a major reversal from its previous stance on DEI, as Target stood as a leading advocate for the programs in the retail landscape and has historically been supportive of the LGBTQ+ community.
Target has already seen a drop in customer traffic following its move away from DEI, according to Placer.ai., although other factors such as weather and economic conditions may have played a role.
The data “shows a clear drop in traffic in late January into mid-February following the company’s step back from DEI,” Joseph Feldman, an analyst at Telsey Advisory Group, shared in a note to clients.
RISING PRICES
The drop in customer support due to its DEI changes comes at a challenging time for Target, as it is also facing a slew of tariffs under another of Trump’s directives.
The president officially launched 25% tariffs on Mexican and Canadian imports on Tuesday, and Target’s CEO Brian Cornell warned that shoppers will likely see higher costs at the grocery store in the near future.
Because Target depends on produce from Mexico during the winter months, the CEO believes the tariffs could force the retailer to increase fruit and vegetable prices as soon as this week.
“Those are categories where we’ll try to protect pricing, but the consumer will likely see price increases over the next couple of days,” Cornell told CNBC.
He also shared a daunting ten-word message, sparking fear among the millions of consumers who shop at Target.
“If there’s a 25% tariff, those prices will go up.”
Those are categories where we’ll try to protect pricing, but the consumer will likely see price increases over the next couple of days. If there’s a 25% tariff, those prices will go up.”
Brian CornellTarget CEO
Items such as strawberries, avocados, and bananas, among others, could see a price spike.
As the 25% tariffs go into effect, the Chipotle CEO has vowed to keep prices low – but faces backlash over a “pathetic” new policy.
Plus, check out the top five grocery items to see a huge price increase, plus an expert’s three easy tips to save at checkout.
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