A significant 40-day boycott of Target has begun, initiated by Rev. Jamal Bryant, aiming to hold the retailer accountable for its recent decision to roll back diversity, equity, and inclusion (DEI) initiatives. The boycott coincides with the start of Lent and is seen by many participants as a “spiritual act of resistance.” The campaign was launched as a reaction to Target's elimination of crucial DEI programs and has garnered substantial attention, with SFGate reporting that approximately 110,000 individuals have pledged their support.

Target's recent decisions, which were communicated in January, include phasing out its Racial Equity Action and Change (REACH) initiative—a program designed to invest more than $2 billion into Black-owned businesses and to promote minority hiring. Target emphasized that the changes were due to an "evolving external landscape" and a need to adapt to pressures from conservative groups and political figures including President Donald Trump. Critics argue such rollbacks constitute a retreat from its commitments to diversity, leading to accusations of betrayal among its diverse customer base. The company's actions have been described as aligning with a broader trend among corporations that have faced increased scrutiny regarding their DEI commitments, as highlighted by Newsweek.

Rev. Bryant framed the boycott as a necessary response to ensure corporations do not " bow to pressure at the expense of marginalized communities." He stated, "This is a fast for accountability. A fast for justice," with the goal of redirecting funds to Black-owned businesses during the duration of the protest.

Notably, Target is not the only retailer adjusting its DEI strategies; however, the backlash against the company has been notably intense due to its prior positioning as a champion of diversity and inclusion. Organizations such as the HuffPost and various civil rights leaders have expressed concern, articulating that the company has significantly impacted its credibility among the communities it once sought to empower. Bryant pointed to Target’s location in Minneapolis—the city where George Floyd was killed—as significant, emphasizing the need for the company to uphold its commitments to racial equity.

The potential impact of the boycott already seems measurable. There are reports of reduced foot traffic at Target stores, following a nationwide “economic blackout" on February 28, which saw an 11 percent drop in store visits and a 9 percent decline in online traffic, India Times indicates.

As the boycott progresses, analysts caution that the company's situation could be exacerbated by external economic pressures, including rising tariffs on imports. While the direct consequences of this 40-day protest remain uncertain, the elevated consumer activism surrounding it may challenge corporate strategies indefinitely. Experts have mentioned that while collective boycotts can yield impacts, sustained efforts will depend on mobilizing the public effectively and avoiding actions that would inadvertently harm affiliated minority-owned businesses, as stated by HuffPost.