Is this the end of Target? This is the reason why activists are calling for a boycott of the store

Target has drawn the ire of civil rights groups after it joined several other major retailers such as Walmart and Amazon in rolling back DEI initiatives after Donald Trump reassumed the White House this month. On Thursday, activists gathered outside the Minneapolis headquarters of Target to call for a nationwide boycott to start on Saturday, February 1, coinciding with the start of Black History Month.

Why have protesters put the bull’s eye on Target?

Target began ramping up its commitment to building a more diverse workforce and giving more shelf space in its stores to minority-owned businesses in the wake of the police killing of George Floyd in Minneapolis in 2020. The incident sparked a wave of protests across the nation and brought about a reckoning in the US about racial inequalities.

“For decades, Target has benefitted from nearly unfettered support from Minnesota residents, families and consumers all around the country,” said civil rights attorney Nekima Levy Armstrong, founder of the Racial Justice Network. “In the past, Target was known for its diversity initiatives and reputation for supporting diverse communities.”

“Now Target has shown its true face by deciding to roll back its focus on diversity, equity, and inclusion by putting profits and politics over people,” she added. She feels that Target doesn’t deserve Minnesotans money after being praised for past diversity programs only to pull away now.

Black business owners offer alternative to all-out boycott of Target

For their part, a boycott of Target is of concern to black business owners whose products are on display in the retail giant’s stores across the nation. They worry an all-out boycott will hurt their businesses too.

Instead, they are asking shoppers to just buy their products. However, protesters say it’s all or nothing.

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