**Why Boycotting Target *Isn’t* the Move**

By: Dwight Allen O’Neal

There’s been a wave of calls to boycott Target because of its shift away from DEI (Diversity, Equity, and Inclusion) initiatives. The frustration is warranted—but before we close our wallets, let’s pause and consider the bigger picture. Here’s why:

What Does BIPOC Mean?

BIPOC stands for Black, Indigenous, and People of Color. Yes, a lot of the discussions center on Black and Brown communities, but let’s not forget that DEI is designed to champion all marginalized groups—this includes women, LGBTQIA+ folks, people with disabilities, and countless others. While representation of Black and Brown entrepreneurs is crucial, DEI has always been about ensuring everyone has a fair shot.

BIPOC Brands Still Need Our Support

Boycotting Target means potentially hurting Black and Brown-owned brands on store shelves—the exact folks we fought to have represented. When sales dip, these brands could lose shelf space or fail to meet corporate targets (no pun intended). If we want to see more BIPOC products in major retailers, we need to keep supporting them where they are.

DEI Isn’t Going Away—It’s Evolving

Some companies are rebranding or restructuring their DEI efforts. Instead of having a single, siloed DEI department, they may be weaving inclusion into broader, company-wide policies. It’s not always a step backward. Sometimes it’s part of a larger strategy to ensure every aspect of the organization reflects the values of diversity, equity, and inclusion. Before we grab the pitchforks, let’s find out what’s really happening behind the scenes.

Where’s This Energy for Other Corporations?

We’ve seen Meta suppress Black and queer voices. We’ve watched Amazon grapple with concerning labor practices. Yet, many of us continue using these platforms daily. If our moral compass points us toward a boycott, consistency matters. Why single out Target without applying the same logic to all corporations where issues exist?

A protestor practiced keeping his cool as smoke was blown in his face. His stand-in tormentors were David Gunter, an N.A.A.C.P.-student adviser (left), and Leroy Hill, a high school teacher. Howard Sochurek/Life Pictures/Shutterstock — **Boycotts Need Strategy**

A knee-jerk reaction can fizzle out quickly. If we want to hold corporations accountable, we need specific demands and measurable goals:
**Actionable commitments** like increasing minority-led products on shelves
**Transparency** in reporting on DEI progress
**Ongoing dialogue** between executives and community stakeholders
Without a roadmap, we’re left with a hashtag that trends for a moment and fades before real changes take root.
*Image: A protestor practiced keeping his cool as smoke was blown in his face. His stand-in tormentors were David Gunter, an N.A.A.C.P.-student adviser (left), and Leroy Hill, a high school teacher.*
*Howard Sochurek/Life Pictures/Shutterstock*

Support BIPOC Businesses Directly

If you’re passionate about uplifting BIPOC voices, stay intentional about where your money goes. Seek out and purchase from Black and Brown-owned brands within Target (and elsewhere). Share their products on social media, leave reviews, tell your friends. By actively buying these products, we prove there’s demand—and that can be the most persuasive argument for any retailer.

Showing Up Is More Powerful Than Walking Away

Simply taking our dollars and dipping might feel empowering, but it often leaves us with less leverage. Being present—making your voice heard, advocating for accountability, and actively supporting diverse brands—carries more weight than disappearing from the conversation.

The Takeaway:
We’re not saying give corporations a free pass. We’re saying be strategic, not just reactive!

Demand transparency. Follow the money. Keep supporting the brands that need us. And remember that DEI should be for everyone—no one group should be left behind in the fight for equity.

Why Boycotting Target Isn’t the Move