When an economic actor is already on the skids, that's the moment to push harder, not to compromise.
Under intense competition from the likes of Walmart and Amazon online, Target -- the huge mid-American retailer -- has plenty to worry about. Consumers are complaining of messy stores and poorly stocked shelves.
The number of Americans who say they regularly shop at Target has gone down 19% since 2021, according to GWI, a behavioral attitudinal data provider. The number of Americans who say they do not shop at Target has risen 17%.
Further, Target is backing out of promises made to the African American community.
... the company had heavily touted a commitment to DEI back in 2020 after protests erupted across the nation over the murder of George Floyd. That year, Target announced it would increase representation of Black staff by 20% over three years and invest $10 million in social justice organizations. In 2021, the company pledged to dedicate more than $2 billion toward Black-owned businesses before the end of 2025.
In January, however, Target said it would conclude the hiring and advancement goals it had set.
Then the company contributed $1 million to Donald Trump's inauguration fund ...
African American leaders think the retailer owes respect to its customers' community, not to a billionaire President.
Pastor leading Target boycott on its impact and the retailer's response
Target is reeling as sales have stalled and its stock price has plunged. The company faced backlash after a rollback of its DEI initiatives prompted a boycott that slowed store traffic nationwide, one of the factors that pushed CEO Brian Cornell to step down. Now, Target is scrambling to reset its image. Geoff Bennett discussed more with Pastor Jamal Bryant, who spearheaded the Target boycott.
Interviewer Geoff Bennett: ... Why single out Target when this appears to be a broader corporate retreat?
Pastor Jamal Bryant, senior pastor of New Birth Missionary Baptist Church in Georgia: After the inauguration of Trump, 23 corporations backed away from inclusion and we thought it prudent to just go after one at the time. The African American community spends upwards of 12 million dollars a day at Target. We thought that the one that was the most trafficked should be the focus of our media attention.
Bennett: ... it's striking that Target hasn't reinstated its DEI program even as it struggles with declining sales, sluggish foot traffic. ...
Pastor Bryant: I think that diversity is in as much danger as democracy is. The president of Target as well as of Amazon and Walmart met with the President [Trump] back in February. I think they have held on to his admonishment more than what the consumers are clamoring to say.
Bennett: ... [Target] highlights a $2 billion investment in Black-owned businesses, more than doubling the number of Black-owned brands on its shelves, supporting more than 500 entrepreneurs, completing a more than $100 million investment in Black-led community organizations. Why do you see those efforts as insufficient?
Pastor Bryant: ... they produce no receipts. $2 billion but they have not been forthcoming as to what entities are the recipients of it. ... We'd love to put a ribbon on it, but if Black companies or Black banks were the recipients, they would be clamoring to announce it and yet we're in the silence of the lambs. ...
... [Target] is one of the lead employers of African Americans. They are the beneficiaries of African American consumption.
... When George Floyd died, they made the pledge of $2 billion and then it stalemated. It was supposed to be turned over to us on July 31. And we still are not seeing anything. We are reasonable and amenable... but none of those requests have been responded to.
Bennett: What's the end game if Target does not meet your requests?
Pastor Bryant: Then they will continue to hemorrhage. ... with 9.7 percent of foot traffic being slowed down, online sales being slowed down, the stock continuing to plummet ... I think it is time of for the share holders to make their voice clear ...
The Montgomery bus boycott went for a year and a day. This is just our fifth month. ...
Bennet: How do you see yourself leveraging this kind of power on other issues?
Pastor Bryant: ... this is the first real organizing power of Black economic strength in 70 years and a lot of corporations are waiting to see what will be the outcome ... this generation needs a victory, that our collective works are not in vain ...
This boycott is the real thing -- not just performative hand waving. Like the Tesla Takedown, the boycott takes aim at a corporation which counts on the good reputation of its brand and which is fouling that brand through association with the Trump regime. And it hurts Target. Market researchers report:
Since last year, the number of regular Target shoppers who identify as Democrat has declined 13%. Inversely, the number of Republican customers has risen 13%. It's not clear if that is due to Target’s $1 million donation to Trump's inauguration or some other factors.
The boycott is spreading beyond its founding base in Black churches. Over Labor Day, the American Federation of Teachers joined the movement, hoping to cut into Target's Back to School business.
AFT President Randi Weingarten explained:
This movement comes at a crucial moment—when American workers find themselves at the whim of billionaires and board rooms that are more invested in money over people. We want this resolution—and the full weight of our nearly 2 million members—to be a reminder to Target that there are consequences to dismissing the will of the American worker and that, until they do right, our members will be spending their money in places they feel respected and recognized.
Boycott Target! This is yet another way to assert there's more to this country than MAGA!
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