Is the Target boycott truly shaking up the retail giant? Organizers are still fired up, pressing Target over unfulfilled diversity promises, even after a CEO change. Foot traffic is down, but what does this mean for corporate accountability and the future of consumer power? The answers might surprise you.
A national boycott against Target, initiated in January, continues to gather momentum as organizers remain resolute in their demands for the retail giant to honor its diversity, equity, and inclusion (DEI) commitments. This persistent movement underscores a broader call for corporate accountability, with activists viewing their sustained actions as a powerful demonstration of consumer influence.
Recent shifts in Target’s leadership, including the upcoming departure of its current chief executive, are seen by boycott organizers as a step in the right direction. However, these changes are not enough to deter the movement. Organizers emphasize that the *Target Boycott* will persist indefinitely until all previously made promises regarding *DEI initiatives* are fully and demonstrably fulfilled by the corporation.
Jaylani Hussein, a key organizer of the National Target Boycott movement, highlighted what he describes as significant impacts from their efforts. At a recent news conference outside Target’s Minneapolis headquarters, Hussein pointed to nearly 200 consecutive days of sharply declining foot traffic across thousands of Target stores, presenting this data as compelling evidence of effective *consumer activism*.
Despite the organizers’ claims, retail analysts offer a more nuanced perspective, noting the inherent difficulty in precisely isolating the boycott’s impact. Target has faced a general slump in recent years, and leadership changes were already anticipated. Nevertheless, groups like the Washington-based DC Boycott Target Coalition adamantly attribute the observed fall in foot traffic “in no small part” to the widespread, coast-to-coast boycott, suggesting a clear disruption to *retail trends*.
The DC Boycott Target Coalition firmly states that a mere leadership change is insufficient without a fundamental “culture change” within the company. They have pledged to continue their vigorous pressure until Target re-evaluates its priorities, insisting that its diversity goals should be paramount, rather than what they perceive as capitulating to an administration marred by accusations of “racism, failure and hatred,” thereby intertwining the protest with broader politics and demands for corporate responsibility.
This current struggle draws parallels to a rich history of racial justice boycotts in the United States, extending back over 160 years. From Reconstruction-era “Buy Black” campaigns that highlighted Black American economic influence to the pivotal Montgomery Bus Boycott of the Civil Rights Movement, these historical precedents showcase the enduring power of collective action within the social justice movement.
Target became a focal point for organizers following its extensive pledges to promote diversity and social justice in the wake of the George Floyd protests. The company notably promised to increase Black staff representation by 20% over three years and committed $10 million to social justice organizations. Additionally, in 2021, Target pledged over $2 billion towards Black-owned businesses by the end of 2025, promises that remain central to the boycott’s demands for fulfilled DEI initiatives.
As articulated by civil rights attorney Nekima Levy Armstrong, a past president of the Minneapolis NAACP chapter, the organizers’ message is clear and unwavering. They are calling upon the public to join their efforts, get involved, and hold Target accountable for its actions and unfulfilled promises. The Target Boycott will continue to be a powerful vehicle for change until concrete results are seen.
