CHICAGO — Civil rights leaders and community members delivered a powerful message to Target during a peaceful protest outside the retailer’s State Street location Thursday: “No diversity, no dollars.”
The demonstration, organized by Rainbow PUSH Coalition, brought together faith leaders, activists, and shoppers to condemn Target’s rollback of diversity, equity, and inclusion (DEI) initiatives earlier this year. Among the crowd stood Rev. Jesse Jackson and Pastor Jamal Bryant, who has spearheaded a national boycott against the retail chain.
- Advertisement -
“We come outside of Target to put a target on Target,” declared Pastor Charlie Dates of Progressive Baptist Church, as protesters raised fists in solidarity.
Bryant, pastor of New Birth Baptist Church in Atlanta, explained why the movement has zeroed in on the retailer:
- $12 million daily spending by African Americans at Target
- One of the nation’s largest employers of Black workers
- A $2 billion pledge to Black communities that was scaled back
“We felt the ultimate betrayal,” Bryant said. “We actually thought we were living in post-racial America… The CEO made a pledge, then magically, after the inauguration of Donald John Trump, reneged on it.”
Economic Consequences
The protest comes as Target reports weaker-than-expected sales, which company leadership partially attributes to the DEI backlash.
Yusef Jackson of Rainbow PUSH highlighted the financial stakes: “If the African American and Hispanic wealth gap closes, that’s a 4-6% GDP increase—worth $16 trillion over 20 years. We’re worth investing in.”
“We’re absolutely dedicated to fostering inclusivity,” the company said, citing progress since 2020.
Protesters’ Demands
- The coalition presented specific asks:
- Establish a physical presence at an HBCU
- Rebrand and recommit to DEI programs
- Deliver on $250 million pledge to Black businesses by June 30
While some leaders met with Target’s CEO, they say the company has yet to respond to their ultimatum. As Bryant put it: “Target isn’t just a store—it’s become a way of life. And right now, that way of life is failing us.”
The protest marks a growing national movement holding corporations accountable amid shifting political winds—with economic power as its weapon.
