Bad news for Target: This is the reason behind the 40-day boycott to the stores across the country

Wednesday, March 5 marked the start of the Lenten season, the 40-day period leading up to Easter, recognized by Christians. Many Catholics and other Christian denominations make a sacrifice during those 40 days.

One pastor at a mega-church in the Atlanta, Georgia area, Reverend Jamal Bryant, called on his churchgoers to boycott Target for those 40 days, and it comes at a bad time for the stores across the United States.

The reason why Target is being boycotted

Target recently reduced its diversity, equity, and inclusion (DEI) efforts, eliminating minority hiring goals and dissolving an executive committee focused on racial justice. They implemented a new strategy called “Belonging at the Bullseye”.

“We’re asking people to divest from Target because they have turned their back on our community,” said Bryant.

Target’s decision to pull back on its DEI efforts is especially disappointing because they were a leading advocate for those programs back in 2020 after the murder of George Floyd and spent several years building their reputation as progressive on LGBTQ rights.

But conservative activists and legal groups, plus president Donald Trump’s threat to take action against “illegal DEI” has forced Target and other business to choose between keeping their DEI efforts going and avoiding conservative backlash.

“Black people spend upwards of $12 million dollars a day,” said Bryant. “And so we would expect some loyalty, some decency and some camaraderie.”

Target’s decision has already had a noticeable impact on customer traffic, with data showing “a clear drop...in late January into mid-February” since then. There of course could be other factors at play (weather, economy, etc.), but the decision certainly doesn’t help, and it couldn’t come at a worse time for the company.

They are currently dealing with economic pressures, including tariffs on Mexican imports, which Target CEO Brian Cornell said could lead to higher prices on fruits and vegetables.

Despite the backlash they’re receiving, Target maintains that they are committed to inclusivity.

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