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‘We’re Not Going Back’ Black Churches Confront Target

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Target store in a sunny day in Plattsburgh in New York State on October 17/2024 (Photo by Arturo Rosenow)

By Stacy M. Brown
Black Press USA Senior National Correspondent

On the fifth anniversary of George Floyd’s murder, Rev. Dr. Jamal-Harrison Bryant led a national prayer protest targeting Target’s rollback of diversity, equity, and inclusion efforts. Dozens of churches joined in what Bryant called a “spiritual act of uprising,” staging nine-minute and 40-second demonstrations outside Target stores in honor of the time Floyd was pinned to the ground by police. “Five years ago, the CEO of Target said George Floyd could have been one of his employees and, with no pressure, made a pledge of $2 billion,” Bryant said during the protest in Conyers, Georgia. “To see mega-companies now walk away from diversity, equity, and inclusion is a stark contrast from where we were five years ago.” Laretta Wright, a protester at the demonstration, urged accountability. “If you’ve made a promise or a commitment to the people, that’s all we ask—that you follow through,” Wright demanded. “Don’t fall back and tell us to go back because we ain’t going back. We’re going forward.”

Bryant said 67 churches participated in the May 25 protests, organized as part of the ongoing Target Boycott. The movement began as the Target Fast and gained national momentum as the company pulled back on its DEI pledges. Target had promised to support Black-owned brands and increase Black representation within its workforce following Floyd’s death in Minneapolis, where the retailer is headquartered. Target has said the changes were part of a planned three-year cycle. Programs to increase representation and partnerships with Black businesses were quietly phased out, sparking outrage. CEO Brian Cornell met with civil rights leader Rev. Al Sharpton in April, who later called the conversation “constructive and candid.”

But Bryant and other leaders say the rollback, paired with the silence toward Black-owned media, speaks volumes. In a joint column, Dr. Benjamin F. Chavis Jr., president and CEO of the National Newspaper Publishers Association, and NNPA Chair Bobby R. Henry Sr. said they sent a formal letter to Cornell in October 2024 requesting investment in Black-owned newspapers. The letter received no response. “Silence, in the face of truth, is complicity,” they wrote. “Let us be clear: we will not shop where we are disrespected. Our dollars will not finance our own marginalization.”

Target reported a 2.8% drop in first-quarter sales to $23.8 billion and lowered its full-year forecast. Adjusted earnings fell nearly 36% to $1.30 per share, down from $2.03 last year. The company cited a challenging economic environment and announced internal leadership changes and a new acceleration office. “Black Press USA is in complete solidarity with Rev. Dr. Jamal Bryant, New Missionary Baptist Church, and the millions of Black church members across the nation who continue to be active and to engage in nonviolent protests against Target,” Chavis said. “Sunday was a glorious day that the Lord has made.”

Target CEO Attempts Damage Control After Weeks of Silence and Mounting Backlash

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Ross Township, USA. December 23, 2024 Target store on McKnight Road in Ross Township. Ross Township is adjacent to Pittsburgh’s northern border. Target Corporation is an American retail corporation that operates a chain of discount department stores. (Photo by Bg Walker)

By Stacy M. Brown
Black Press USA Senior National Correspondent

Target CEO Brian Cornell acknowledged in an email to employees this week that a months-long lapse in communication has created uncertainty. The retailer is grappling with falling foot traffic, public boycotts, and criticism over its retreat from diversity goals. According to the Minneapolis Star Tribune, Cornell’s message to staff admitted it has been “a tough few months.” It said media coverage, social media chatter, and internal conversations “may have left you wondering.” He insisted, however, that Target’s values have not shifted. “I recognize that silence from us has created uncertainty, so I want to be very clear: We are still the Target you know and believe in,” Cornell wrote. Since the beginning of the year, the retail giant has faced a storm of challenges. President Donald Trump’s tariffs on global imports have squeezed the company’s margins. Target’s decision to scale back its diversity, equity, and inclusion (DEI) initiatives prompted widespread backlash from Black leaders and organizations. “Black consumers helped build Target into a retail giant, and now they are making their voices heard,” said Dr. Benjamin F. Chavis Jr., president and CEO of the National Newspaper Publishers Association (NNPA). The NNPA is a trade association representing the 198-year-old Black Press of America. Earlier this year, the Black Press began a public education and selective buying campaign in response to Target abandoning its commitment to Black America. “If corporations believe they can roll back diversity commitments without consequence, they are mistaken,” Chavis stated.

In an email to Black Press USA, a Target spokesperson said “Target’s team members are the foundation of our success—they support our guests, strengthen the 2,000 communities we serve, and impact millions of lives nationwide. As we continue to run our business, it’s more important than ever to keep our team aligned on who we are and what we can achieve together.”  Target has lost a reported more than $15 billion in revenue this year, seen its stock price fall by as much as $27.27 per share, and is facing multiple lawsuits tied to its DEI policy changes. Cornell’s email still struck a tone of reassurance, calling the company’s values of “inclusivity, connection, drive” non-negotiable. “We’re committed to sharing more of that impact with you and our guests because it reinforces our values and shows the real heart of our team,” he wrote. Still, retail analysts were sharply critical. Neil Saunders, managing director at GlobalData Retail, said the email fails to address the root causes of public concern. “They say, ‘Our products and experience are second to none.’ Well, actually, no, they’re not. That’s not true anymore,” he said. According to data from Placer.ai, foot traffic to Target stores has dropped for 11 straight weeks, with only a slight uptick during the weeks of April 14 and April 21. Overall, foot traffic declined 3.3% in April.

In recent weeks, Cornell met with Rev. Al Sharpton and leaders of the boycott movement to discuss Target’s DEI pullback. He also met with Trump to outline the damaging impact of tariffs on retailers. Neither meeting was believed to have been mentioned in his message to employees. Rev. Jamal Bryant, who launched a national Target Fast to protest the company’s direction, has called for continued mobilization and accountability. Retail consultant Carol Spieckerman said the CEO’s email failed to take responsibility. “His email acknowledges but doesn’t take responsibility for any of the concerns and controversies surrounding the company,” she said. “The tone implies that things are happening around and to Target that are out of its control.” Both Spieckerman and Saunders described the message as unfocused. “It’s a really jumbled email,” Saunders said. “And you know if it’s come from Brian Cornell, it’s probably been through about 30 different people and various PR teams, and it still comes out as this big, jumbled mess.”

Target Continues to Pay the Price for Breaking Promise to Black America

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Houston, Texas, USA – March 13, 2022: A Target store in Houston, Texas, USA on March 13, 2022.

By Stacy M. Brown
BlackPressUSA.com Senior National Correspondent

Target is losing more than its commitment to equity, it’s losing customers. For the eighth consecutive week, shoppers have turned away from the retail giant following its decision to dismantle its diversity, equity, and inclusion (DEI) program in January. New data from Placer.ai shows store visits during the week of March 17 fell by 5.7% compared to the same time last year. That follows a 7.1% decline the week before, bringing the average drop over the past two months to 6.2%. The fallout has been swift and steady. Target’s quiet retreat from DEI—after years of vocal support for racial and social justice and a multi-billion-dollar pledge—triggered an immediate backlash. Faith leaders, civil rights organizations, and everyday consumers responded with public pressure and calls to action.

Leading the charge is the Rev. Jamal Bryant, whose “Target Fast” boycott encouraged shoppers to avoid the chain throughout Lent. The effort surpassed its original goal of 100,000 participants, with more than 150,000 people now participating. The boycott is scheduled to end on Easter Sunday. The National Newspaper Publishers Association (NNPA), representing the Black Press of America, launched a National Public Education and Selective Buying Campaignto help guide African Americans in wielding their $2 trillion in annual spending power. The NAACP issued a national consumer advisory, warning that Target’s rollback is part of a broader, intentional retreat from DEI by major corporations. “We encourage you to spend your money where you’re respected, support Black-owned businesses, and demand businesses prioritize people over profit,” NAACP officials said. “Above all, we must continue to advocate for policies that ensure people of color, women, veterans, those with a disability, and all protected groups have equal access to opportunities across the country.”

Following George Floyd’s murder in 2020, Target Corp. was among a list of companies making specific diversity pledges. Target vowed to spend $2 billion with Black-owned businesses by 2025, increase its Black workforce by 20%, and establish a Racial Equity Action and Change (REACH) committee to advance racial equity within the company and beyond. It has reneged on those promises, making Target a focal point of protests. While Target remains silent on its declining traffic, the contrast with its competitors is glaring. Costco, which maintained its DEI commitments despite political attacks, saw a 5.2% year-over-year increase in foot traffic during the same week—its 13th straight week of growth.

Walmart and McDonald’s—both of which had seen multi-week declines like Target—also saw their numbers shift slightly for the week of March 17. Walmart posted a modest 0.3% increase in foot traffic, while McDonald’s reported a 2% increase. But unlike Target, neither had matched its aggressive stance on racial justice—or its equally visible retreat. Over the last eight weeks, Walmart’s average weekly foot traffic has been down 1.6%, and McDonald’s has seen a 3.6% average drop. Target’s 6.2% average decline puts it at the center of growing consumer frustration—and organized resistance. “It’s been eight weeks, and the numbers don’t lie,” Deja Monet wrote for NewsBreak. “Target faces foot traffic decline for the eighth week after cutting off DEI programs, and the backlash shows no signs of slowing. With a massive boycott underway, declining sales, and silence from the brand’s top brass, Target is walking a tightrope between corporate appeasement and consumer fallout.”

DEI Rollback Costs Target Billions and Loyalty

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By Stacy M. Brown
BlackPressUSA.com Senior National Correspondent

Target continues to face mounting financial and reputational fallout after reversing course on diversity, equity, and inclusion (DEI) initiatives. The retail giant has lost more than $12.4 billion in revenue, seen its stock plunge by $27.27 per share, and is grappling with multiple lawsuits linked to its shifting DEI policies. Separate but powerful actions from Black-led organizations and faith leaders have intensified pressure on the company. Rev. Jamal Bryant launched a national Target Fast, calling for continued community mobilization. Meanwhile, the National Newspaper Publishers Association (NNPA) and the NAACP initiated public education and selective buying campaigns. While distinct in approach, the collective efforts have amplified scrutiny and economic consequences for Target. “Black consumers helped build Target into a retail giant, and now they are making their voices heard,” said Benjamin F. Chavis Jr., president and CEO of the NNPA. “If corporations believe they can roll back diversity commitments without consequence, they are mistaken.”

Early data from analytics firms Placer.ai and Numerator confirms a decline in consumer support. Numerator found that Black and Hispanic households are reducing their visits to Target at the highest rates. Placer.ai reported that on the national blackout day last month, Target saw an 11 percent decline in store traffic compared to average Friday visits. Since the company’s January 24 DEI reversal, Placer.ai data shows Target’s overall foot traffic has fallen every week. In contrast, Costco has gained ground. The warehouse chain rejected a shareholder proposal to weaken its diversity programs and stayed firm in its DEI stance. Analysts say Costco’s consistency and longstanding commitment to high wages and strong employee benefits may attract consumers frustrated with Target’s retreat. Costco’s shares have outperformed those of Walmart and Target over the same period. Walmart has also seen a dip in foot traffic, though not as sharp as Target.

While grassroots boycotts are not always financially damaging in the long term, Target’s situation may prove different. “Boycotts put a ‘negative spotlight’ on the company that can have reputational consequences,” Brayden King, professor at Northwestern University’s Kellogg School of Management, told Forbes. He noted that consumer trust, closely tied to corporate reputation, plays a critical role in shopping habits. In addition to its woes, Target issued a string of recalls in 2025 involving products sold on shelves due to undeclared allergens and injury hazards. Affected items included Gerber Soothe N Chew Teething Sticks, Dorel Safety 1st Comfort Ride and Magic Squad child car seats, Nuby stroller fans, Baby Joy highchairs, Chomps beef and turkey sticks, and Pearl Milling Company pancake mix. Rev. Bryant said Target Fast has now mobilized more than 150,000 participants and persuaded over 100 Black vendors to withdraw their products from Target. He urged continued focus and unity in holding the company accountable. “It is critical that Black people can’t afford to get A.D.D; we can’t taper off and lose synergy. It’s important that people stay the course and keep amplifying our voices because it is being heard from Wall Street to Main Street,” Bryant said. He added, “No, I’m now committed and grateful.”