There has been a Target boycott mainly because some customers and activists say the company backed away from its earlier commitments to diversity, equity and inclusion (DEI) and to marginalized communities, especially Black and LGBTQ+ people, after political pressure and changing leadership.

What sparked the Target boycott?

Several overlapping moments built into what people now call the “Target boycott”:

  • After 2020, Target loudly promoted DEI efforts and support for Black and LGBTQ+ communities, especially following George Floyd’s murder in Minneapolis.
  • In early 2025, under renewed political pressure and after Donald Trump returned to the presidency, Target scaled back or ended some of these DEI programs and stopped taking part in external diversity surveys.
  • Civil rights and faith leaders argued this was Target “walking back” promises it made to Black customers, employees, and small businesses, and called for economic pressure.

These moves were seen not just as a business shift, but as Target choosing to retreat from public commitments it had already made.

The 40‑day and year‑long boycotts

Two big boycott waves got a lot of attention:

  1. 40‑day boycott during Lent (2025)
    • Led by pastor Jamal Bryant and others, it was framed as a 40‑day “Target fast.”
 * The complaint: Target rolled back DEI efforts, didn’t fully deliver on a multibillion‑dollar pledge to support Black suppliers and businesses, and needed to recommit to those goals.
  1. Extended DEI boycott (about a year)
    • Activists kept pressure on through 2025, saying Target had “capitulated” to conservative and MAGA pressure by retreating from visible DEI and Pride‑related efforts.
 * In March 2026, some boycott leaders publicly announced they were ending the campaign, calling it a “victory” and saying they were moving on to other fights, while also noting Target’s new CEO may be more open to listening.

Even as leaders said the boycott was over, they emphasized it as part of a broader tactic: using consumer dollars to push big companies back toward public commitments on equity.

What were activists asking Target to do?

Demands varied by group, but common themes included:

  • Restore robust DEI goals : Reinstate clear hiring and promotion targets for underrepresented groups and re‑engage in external diversity reporting.
  • Follow through on past pledges : Complete earlier promises, including a pledge to spend around $2 billion with Black‑owned small businesses and suppliers.
  • Invest in Black communities : Proposals included opening stores on HBCU campuses and investing hundreds of millions in Black‑owned banks.
  • Maintain visible inclusion : Keep supporting Pride collections and inclusive marketing rather than quietly scaling them back after backlash.

In short, the message from organizers was: If you promise equity and inclusion, you don’t get to quietly walk it back when politics change.

Did the boycott hurt Target?

Analysts say the boycott did have some impact, but it was only one piece of Target’s financial troubles.

  • Target’s sales and reputation slipped after the DEI rollback and related controversies, and its CEO acknowledged the boycotts as a factor.
  • Foot traffic and profits were already under pressure from higher prices, changing shopper habits, and broader retail competition.
  • One analysis noted that most customers, even when they agree with a cause, still don’t actually change where they shop—so the boycott dented Target but wasn’t the sole driver of its profit slide.

Activists nonetheless argue the pressure helped force leadership changes and pushed Target to re‑engage with community and civil rights leaders.

Where things stand now (as of early 2026)

  • A major coalition behind the DEI‑focused boycott has formally said their year‑long campaign is over, citing it as a successful chapter they’re now closing.
  • Target has a new CEO, Michael Fiddelke, and has signaled it wants to “move forward” and rebuild trust while still talking about opportunity and growth “for everyone.”
  • Investors are still pressing the company on how it handles reputational risks like boycotts and political pressure going forward.

So when people online ask “why is there a Target boycott?”, they’re usually referring to backlash over Target’s rollback of DEI and inclusion commitments, and to a broader fight about how big retailers respond to social justice and political pressure.

TL;DR: The Target boycott grew out of anger that Target loudly promised diversity and equity, then pulled back those efforts under political and financial pressure, leading activists—especially Black faith and civil rights leaders—to use a sustained consumer boycott to force the company back to the table.

Information gathered from public forums or data available on the internet and portrayed here.