Major companies, including Target, McDonald’s, Amazon and Walmart have announced their plans to reduce DEI (Diversity, Equity and Inclusion) programs. These cutbacks stem from the Trump administration’s executive order, demanding that DEI hiring practices must cease immediately and change to merit-based hiring.
These cutbacks have sparked protests and boycotts, particularly from black communities. NBC News conducted a set of interviews with black individuals affected by these changes, highlighting their reasons for boycotting certain stores.
Responses from the interviewees widely experienced feelings of betrayal, disappointment and anger towards stores like Target and Amazon; the majority of the individuals have vowed to boycott these establishments entirely and advocate for others to join them and redirect money towards black-owned businesses.
One response from a mother of five, Nakita Harvey, expressed her personal grievances with Target. Even though her local Target store is less than a five-minute walk from her house, she hasn’t shopped there for months.
“I’m just not going to give them my money,” she said. “It doesn’t make me feel good to give my money to people who don’t give a damn about me.”
Instead of supporting stores like Target, Harvey and other black protestors have endorsed people to shop at black-owned businesses, even if products are cheaper at large retail stores.
Corporate cutbacks of DEI policies have been expressed in various statements. For instance, McDonald’s claims its continued commitment to diversity in its inclusion paper. Target similarly published a similar statement called “Belonging at the Bullseye” in which they expressed their DEI goals.
“Throughout 2025, we’ll be accelerating action in key areas and implementing changes with the goal of driving growth and staying in step with the evolving external landscape” Target’s statement said.
Some may argue that due to these companies’ extensive number of shoppers, no economic result will come from boycotting and protesting. In late February, a 24-hour economic blackout took place, during which people refrained from making any purchases. While the demonstration didn’t have a major impact, it successfully garnered significant support.
However, if protests and boycotting these stores stay consistent, economic experts believe that they will work and create a difference. Duke University Professor Vicki Bogan suggested to NBC that “if there is buy-in from other communities, then I think there could be enough pressure to change the corporate behavior in a shorter amount of time.”
Additional boycotts have caught public attention, most notably the 40-day Target boycott led by senior Rev. Jamal Bryant of New Birth Missionary Baptist Church in Atlanta, GA.
This protest encourages participants to abstain from shopping at Target during the Lent. Bryant has described this initiative as “a spiritual act of resistance,” hence the timing of this protest commencing on the first day of Lent on Monday, March 5.
Rev. Bryant commented on the boycott’s purpose, explaining the spiritual component.
“We really have got to tap into our spiritual source because we’ve got a long four years ahead of us,” he said. “In order for us to do it, it’s going to require a divine intervention and strengthening, and so that’s why every person who is in it, we’re sending a prayer journal, a prayer guide for these 40 days, so that people are able to stay grounded.”
The Target fast has garnered more than 100,000 participants from around the U.S. and is continuing to spread through the efforts of parishioners at black churches. Additional information about the Lent fast from corporations can be found on the designated website.
