'Break in trust' | Black businesses owners warn against Target boycott amid DEI fallout

Black entrepreneurs and influencers are urging consumers to reconsider a mooted boycott of Target over its anti-DEI stance, warning that it could negatively impact minority-owned brands that rely on the retailer for sales and visibility.

The retailer recently announced it would end its diversity, equity, and inclusion (DEI) initiatives, prompting calls for a boycott from advocacy group We Are Somebody and a Minneapolis city council member. Critics argue that the decision represents a retreat from commitments to racial and social equity.

Black-owned businesses that sell products at Target aren’t so sure about that move, however, fearing that they will suffer more than the retailer if consumers withdraw their support.

Actress Tabitha Brown, whose kitchenware line is sold at Target, urged followers on Instagram to remain strategic in their response. “If we all decide to boycott ... so many of us will be affected and our sales will drop — our businesses will be hurt,” she said.