Organizers behind the ongoing boycott of Target Corporation say the campaign remains active despite claims from a prominent pastor that the protest effort had come to an end.
The boycott, which began in February 2025, was launched by activists who objected to the retailer’s decision to scale back several diversity, equity and inclusion initiatives.
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On Wednesday, Jamal Bryant, a pastor based in metro Atlanta who had previously organized a 40-day “fast” targeting the retailer, announced that the boycott campaign was “officially concluding.”
However, organizers in Minneapolis, where Target is headquartered, rejected that statement and said Bryant does not represent the broader movement.
Minnesota Organizers Reaffirm Boycott
Speaking at a press conference, community leaders including Nekima Levy Armstrong, Monique Cullars-Doty, and Jaylani Hussein insisted that the boycott will continue until the company reverses its policy decisions.
“We stood for us and with the community,” Levy Armstrong said. “We speak for us, and we will never sell out our community for crumbs or a seat at Target’s corrupt table.”
She added that organizers are urging supporters to intensify their efforts to hold the company accountable.
“The boycott continues,” she said.
Origins of the Protest
Racial justice organizations first called for a national boycott after Target announced plans to end several diversity, equity and inclusion programs.
The initiatives had been introduced following the murder of George Floyd, which sparked global protests and prompted many corporations to expand diversity initiatives.
Among the programs affected were efforts designed to support career advancement for Black employees, improve the shopping experience for Black consumers and increase support for Black-owned businesses.
Organizers say the retailer has not reversed those decisions.
Hussein stated that activists recently confirmed that Target has not made any concessions in response to the boycott.
“What we have just learned today is that Target has said they have not made a single concession,” Hussein said. “They have not made a single demand or change to their policies, and they are staying the course on their plan to continue to deny diversity and equity inclusion in this company.”
Company Acknowledges Impact
In a March 3 interview with the Associated Press, Target Chief Executive Officer Michael Fiddelke acknowledged that the boycott has contributed to declining sales.
“It was one of the things that impacted our sales,” Fiddelke said. “And so we know we’ve got trust to win back with guests, and we’ll be focused on doing it.”
He added that rebuilding consumer trust will require sustained effort.
“There’s no easy button to win back trust, but we’ll do the work,” he said.
Activists, however, maintain that the boycott will remain in place until the company reinstates meaningful diversity initiatives and demonstrates a renewed commitment to equity and inclusion.
