As a result of President Trump’s executive orders targeting Diversity, Equity, and Inclusion (DEI) initiatives, Target announced last January that the company would be striking down its DEI programs. Among these, Target removed its Racial Equity Action and Change (REACH) initiatives, ended a program focused on carrying more products from Black and minority-owned businesses, and stop setting hiring and promotion goals for women, among other things.
In light of these events, from March 5th through April 17th, 2025, a 40 day “fast” on target has begun (coinciding with Lent). It is being carried out by faith and civil rights leaders and spearheaded by Pastor Jamal Bryant. “We’re asking people to divest from Target because they have turned their back on our community,” says Bryant, a senior pastor at the New Birth Missionary Baptist Church in Stonecrest, Georgia in an interview with CNN. He reports that the efforts include Atlanta, Houston, Jacksonville, and Alexandria, Virginia, and that roughly 110,000 people have signed up to participate.
The NAACP urges customers to instead support Black businesses as well as businesses that maintain its DEI programs. The website for the protest can be found at https://www.targetfast.org/. The fast has 4 demands of Target:
- Honor the $2 billion dollar pledge to the Black Business community by purchasing products, services, and making Black media buys.
- Deposit $250 million among 23 Black banks.
- Completely restore the retailer’s commitment to DEI.
- Create community centers at 10 HBCU (Historically Black colleges and universities) to teach retail business at every level.
However, Target isn’t the only company that’ll be facing a boycott. According to the Asbury Park Press, an Amazon boycott will take place from March 7–14. A Walmart spending blackout will take place April 7–13. During this time, it’s important to consider where you spend your money and what causes you believe in- even if that means holding back on a spring break shopping spree.
