40-day Target boycott begins following company's DEI diversion

(NewsNation) — Target, a private company not required to follow President Trump's orders to dismiss diversity, equity and inclusion in the workplace, did just that in January.

The Minnesota-based chain announced on Jan. 24 it was ending its hiring, supplier recruitment and promotion goals for women, members of racial minority groups, LGBTQ+ people, veterans and people with disabilities.

Target had previously been hailed as an inclusive company, in part because of its six-figure donations to groups championing Black economic empowerment and LGBTQ+ acceptance.

Though it's not the only Fortune 500 company backtracking on DEI, it's facing major customer blowback and a new boycott.

Target boycott: Pastor suggests dropping retailer for Lent

One Atlanta-area megachurch pastor, the Rev. Jamal Bryant, asked dispirited Target shoppers to "fast" from the retailer for the 40 days of Lent.

Bryant asked participants to abstain from shopping at Target, in-person or online, and to sell personal stocks and shareholdings with Target Corporation.

"This is a fast for accountability. A fast for justice. A fast for a future where corporations do not bow to pressure at the expense of marginalized communities. As we journey through these 40 days, let us pray, reflect, and act — knowing that our collective sacrifice can bring about transformation," the movement's website reads.

Bryant and other leaders plan to meet with Target's board when the "fast" ends on April 17 to "assess whether we will proceed to Phase 2."

No details about a second phase have been shared yet.

Target braces for Trump's tariff impact

Target recorded soft sales in February and a 13% drop in stock price in the past month, a forecast likely made murkier by Trump's tariffs on top trading partners Canada and Mexico.

Target said that back in 2017, 60% of its store-label products were sourced from China.

That’s now at 30%, Target executives said. The company is on its way to reducing that number to 25% by the end of next year, the company said.

Target plans to add 20 new stores this year, and it expects to add $15 billion in sales by 2030.

The Associated Press contributed to this report.

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