Target Boycott Ends With No DEI Wins

Community leaders say protest made progress, but no new commitments or reversals from retailer

Mar. 12, 2026 at 10:34am

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A boycott organized against retail giant Target over its rollbacks to diversity, equity and inclusion initiatives has ended after a year without any policy changes. Community leaders say the boycott made progress, but there are no new commitments or reversals in place from the company.

Why it matters

After President Donald Trump's second presidential inauguration in 2025, he implemented many sweeping changes through executive orders, including attempts to rid the federal government of DEI initiatives. This led to backlash and calls for boycotts, as consumer-led boycotts became increasingly prevalent in response to the president's second term in office.

The details

The boycott was called for by the Rev. Jamal Bryant of Georgia, who said the company had retreated from commitments made after the murder of George Floyd. Though the boycott has ended, Bryant told USA Today that they will continue to hold Target accountable to Black shoppers and employees. However, Nekima Levy Armstrong, founder of the Racial Justice Network, has distanced herself from Bryant's announcement, saying 'This Target boycott is not over.' Meanwhile, John Schwarz, founder of The People's Union USA, has previously called for a 'permanent boycott of Target.'

  • The boycott lasted over a year, ending in 2026.
  • Target's new CEO, Michael Fiddelke, succeeded Brian Cornell in February 2026.

The players

Rev. Jamal Bryant

A community leader in Georgia who called for the boycott of Target over its rollbacks to diversity, equity and inclusion initiatives.

Nekima Levy Armstrong

The founder of the Racial Justice Network, who has distanced herself from Bryant's announcement that the boycott is over, saying 'This Target boycott is not over.'

John Schwarz

The founder of The People's Union USA, which regularly organizes and calls for consumer-led boycotts, and has previously called for a 'permanent boycott of Target.'

Michael Fiddelke

The new CEO of Target, who succeeded Brian Cornell in February 2026.

Brian Cornell

The former CEO of Target, who now serves as the executive chair of Target's Board of Directors.

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What they’re saying

“There are no new commitments, no reversals.”

— A spokesperson for Rev. Jamal Bryant (USA Today)

“How can you call off a boycott focused on diversity, equity and inclusion and have no results to show for it? That is a slap in the face for the people.”

— Nekima Levy Armstrong, Founder, Racial Justice Network (Press conference)

What’s next

Boycott action organized by other groups, such as the Racial Justice Network and The People's Union USA, remains ongoing.

The takeaway

Despite the end of the year-long boycott led by Rev. Jamal Bryant, the fight for diversity, equity and inclusion at Target is far from over, as other community groups continue to hold the retailer accountable and call for further action.