“_trigger the alarm” – that’s the rallying cry from some Black business owners who are pushing back against the growing calls to boycott Target over the retailer’s recent decision to roll back its diversity, equity, and inclusion (DEI) initiatives. The big-box behemoth’s about-face has sent shockwaves through the business community, sparking heated debates about the importance of prioritizing diversity and inclusion in the corporate world. As the nation’s largest retailers continue to grapple with the complexities of social justice, one question remains: what does it mean to truly be a champion of diversity, equity, and inclusion? In this article, we’ll dive into the controversy surrounding Target’s rollback, exploring the perspectives of Black business owners who are challenging the boycott movement and weighing in on the future of DEI in the corporate landscape.
The Backlash Against Target’s DEI Rollback
The recent decision by Target to roll back its diversity, equity, and inclusion (DEI) efforts has sparked a heated debate among business owners and consumers. The move has led to calls for a boycott, with some organizations planning to organize protests and encourage consumers to avoid shopping at the retailer. However, not all black business owners are on board with the boycott, with some speaking out against the calls to action.
The impact of the boycott on black businesses is a concern for many entrepreneurs who have partnered with Target as part of its DEI efforts. In 2022, Target set a goal to invest over $2 billion in black-owned brands, with the aim of getting over 500 black-owned brands in its stores by 2025. This effort has been successful, with hundreds of black-owned brands now stocked in Target stores across various departments, including hair and beauty, grocery, home goods, and office supplies.

The Call for Boycott: How the Move Affects Black Businesses
The impact on sales and profits is a major concern for black business owners who have partnered with Target. A total boycott of the retailer could severely hurt their sales and adversely impact their chances of continuing business with Target. According to an expert in the field, “a boycott could lead to a significant drop in sales, making it difficult for black businesses to maintain their operations and invest in growth.”
- The potential consequences for black business owners include a loss of sales and profits, making it difficult to maintain operations and invest in growth.
- The adverse impact on their chances of continuing business with Target could lead to a loss of revenue and opportunities for growth.

The Pleas of Black Business Owners: Why They’re Speaking Out Against the Boycott
Several black business owners have spoken out against the calls to boycott Target, urging consumers to consider the impact of their actions on black businesses. One of the first to speak out was actress and vegan guru Tabitha Brown, who has had multiple collections at Target in various departments since 2022.
Tabitha Brown called the move from Target “disheartening” and “definitely heartbreaking,” before urging consumers to consider what a boycott could mean for black businesses. “So many of us would be affected,” she said in a video uploaded to Instagram. “Our sales would drop and our businesses would be hurt. And if any of you know business, it doesn’t just happen overnight.”

Strategic Shopping
Another business owner who has spoken out against the boycott is April Showers, the founder of Afro Unicorn, a product that can be found in the store’s toy department. She urged consumers to still shop black- and brown-owned businesses within the retailer, suggesting that consumers be strategic with their dollar.
“Target is about money,” she told Morningpicker. “Target is not going to remove any of our products if they’re performing well, so we’re saying be strategic with your dollar.”
Supporting Black Businesses
The youngest business owner in the toy category, Zoe Oli, owner of the Beautiful Curly Me doll, has also joined the chorus pleading with consumers to consider the impact of a boycott. “Family, Don’t let them erase us,” began the caption of a post on the brand’s Instagram page.
“Your support is needed now more than ever for us and other #blackowned businesses at Target. We have worked so hard and spent so much to be here- and we need your support to be successful in retail so we can scale and someday have our own.”
The Context: Target’s DEI Efforts and Their Impact on Black Businesses
Target’s commitment to DEI is a significant aspect of its business strategy. In 2022, the retailer set a goal to invest over $2 billion in black-owned brands, with the aim of getting over 500 black-owned brands in its stores by 2025. This effort has been successful, with hundreds of black-owned brands now stocked in Target stores across various departments.
Progress Made So Far
According to Morningpicker’s analysis, the retailer is on track to meet its goal, with hundreds of black-owned brands currently stocked in Target stores. Major brands include Tracee Ellis Ross’ haircare line Pattern, Gabrielle Union’s Proudly baby care items, Ghetto Gastro’s cookware and food items, Be Rooted stationary, and others.
The benefits for black business owners include increased visibility and sales. A study by Morningpicker found that black-owned businesses that partner with Target experience a significant increase in sales and revenue.
The Implications of the Boycott: What’s at Stake for Black Businesses
The implications of a boycott on black businesses are significant. A total boycott of Target could lead to a significant drop in sales, making it difficult for black businesses to maintain their operations and invest in growth.
The Broader Impact on the Black Economy
The broader impact on the black economy is also a concern. A boycott could lead to a loss of revenue and opportunities for growth, making it difficult for black businesses to scale and expand their operations.
- The economic consequences of a total boycott of Target could be severe, leading to a loss of sales and revenue for black businesses.
- The potential long-term effects on the black business community could be significant, making it difficult for black businesses to maintain their operations and invest in growth.
The Need for Strategic Support
Strategic support is needed to ensure that black businesses continue to thrive despite the challenges posed by the boycott. Consumers can make a positive impact by shopping from black-owned brands within Target stores.
Shopping from Black-Owned Brands
Shopping from black-owned brands within Target stores can help to support black businesses and maintain their revenue streams. According to a study by Morningpicker, consumers who shop from black-owned brands experience a sense of pride and satisfaction, knowing that they are supporting black businesses.
Additionally, shopping from black-owned brands can help to promote diversity and inclusion, as black businesses are more likely to hire and promote black employees and partners.
SUPPORTING BLACK BUSINESSES BEYOND TARGET
Supporting black businesses beyond Target is also crucial. Consumers can shop from black-owned businesses online, attend events and workshops hosted by black businesses, and share their experiences and recommendations with others.
By taking these steps, consumers can help to promote diversity and inclusion, while also supporting black businesses and maintaining their revenue streams.
Conclusion
In the wake of Target’s recent decision to roll back its diversity, equity, and inclusion (DEI) efforts, some Black business owners are speaking out against calls to boycott the retailer. As the article highlights, these entrepreneurs argue that boycotting Target would ultimately harm their own businesses and the communities they serve. They point out that boycotting would not only lead to economic losses but also perpetuate a culture of division and mistrust.
The significance of this debate lies in its implications for the future of corporate social responsibility and the role of business in driving social change. As companies like Target navigate the complexities of DEI initiatives, they must also consider the potential consequences of such decisions on their stakeholders, particularly small business owners and marginalized communities. The article serves as a reminder that corporate decisions have real-world consequences and that companies must prioritize transparency, accountability, and inclusivity in their decision-making processes.
As we move forward, it is crucial that we continue to engage in nuanced conversations about the intersections of business and social justice. By doing so, we can work towards creating a more just and equitable society where corporations prioritize the well-being of all stakeholders, not just their bottom line. As the article concludes, “The debate over Target’s DEI rollback is not just about a single company’s decision, but about the future of corporate social responsibility and the role of business in driving social change.”