Target rolled back DEI efforts. A boycott ensued – and traffic dropped

illuminem summarises for you the essential news of the day. Read the full piece on CNN or enjoy below:

🗞️ Driving the news: Target is experiencing a sharp decline in store traffic after reducing its diversity, equity, and inclusion (DEI) initiatives earlier this year
• Foot traffic dropped 9% year-over-year in February and 6.5% in March, coinciding with a 40-day boycott organized by Rev. Jamal Bryant, which mobilized over 200,000 participants
• Despite meeting with Target's CEO and securing a renewed $2 billion commitment to Black-owned businesses, Bryant has vowed to continue the boycott

🔭 The context: Target (see sustainability performance) had been among the most vocal corporate supporters of DEI, particularly after the 2020 killing of George Floyd in its home city of Minneapolis
• However, in January 2025, the company reversed several DEI policies under pressure from the Trump administration, which has vowed to dismantle federal and corporate diversity programs
• The move sparked backlash from progressive customers and even descendants of Target’s founding family

🌍 Why it matters for the planet: Corporate DEI programs often intersect with environmental justice, equitable supply chains, and inclusive sustainability practices
• Target's pullback not only risks undermining social equity but also weakens broader ESG (environmental, social, and governance) frameworks critical for inclusive climate action
• Moreover, reduced shelf space for minority-owned brands could slow the growth of diverse, sustainable product offerings

⏭️ What's next: Rev. Bryant has called for continued boycotts and encouraged divestment from Target stock, while organizing parallel marketplaces to support Black-owned businesses
• A town hall with Target’s leadership is proposed for further accountability
• Other corporations may face similar pressure to clarify or recommit to their DEI policies amid political and consumer scrutiny
• With Black American buying power projected to reach $2 trillion by 2026, corporate responses could have long-term market and reputational consequences

💬 One quote: “We saw Target as a friend... So, we were in shock and awe when they reversed what is their stance and position.” – Rev. Jamal Bryant

📈 One stat: Black Americans’ buying power is projected to grow from $1.7 trillion in 2024 to $2 trillion by 2026 (The Nielsen Company)

See on illuminem's Data Hub™ the sustainability performance of Target and its peers Walmart, and Tractor Supply

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