Target Boycott Leader Vows to Continue Fight: 'Shop Elsewhere'

Nekima Levy Armstrong, founder of the Racial Justice Network, says the nationwide boycott will not end until Target reverses its decision to roll back diversity, equity, and inclusion initiatives.

Mar. 12, 2026 at 1:38pm

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Nekima Levy Armstrong, founder of the Racial Justice Network, has stated that the nationwide boycott of Target will continue despite a claim by Rev. Jamal Bryant of Georgia that the protest is coming to an end. Armstrong insists the boycott will persist until Target reverses its decision to roll back diversity, equity, and inclusion (DEI) programs, which came after former President Donald Trump's executive order to rid the federal government of such initiatives.

Why it matters

The Target boycott is part of a larger backlash against companies that have scaled back DEI efforts following pressure from the Trump administration. This highlights the ongoing tensions around issues of racial justice and corporate social responsibility.

The details

Multiple groups, including Armstrong's Racial Justice Network, called for boycotts of Target after the retailer said it would be ending certain DEI programs. Rev. Jamal Bryant had previously announced the end of the boycott, citing progress made through conversations with Target representatives. However, Armstrong has firmly rejected Bryant's claim, stating that the nationwide boycott will continue until Target reverses its DEI rollbacks. Armstrong has distanced her group's boycott from Bryant's announcement, saying "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."

  • The Target boycott was launched in 2025 after former President Donald Trump returned to office and implemented executive orders to rid the federal government of DEI initiatives.
  • On March 11, 2026, Nekima Levy Armstrong held a press conference in front of Target's Minneapolis headquarters to reaffirm the continuation of the boycott.

The players

Nekima Levy Armstrong

The founder of the Racial Justice Network, which has been leading the nationwide boycott of Target.

Rev. Jamal Bryant

A Georgia-based pastor who had previously announced the end of the Target boycott, claiming progress had been made through conversations with the company.

Michael Fiddelke

The new CEO of Target, who has been involved in discussions with boycott organizers.

John Schwarz

The founder of The People's Union USA, which has called for a "permanent boycott of Target."

Donald Trump

The former U.S. president who implemented executive orders to rid the federal government of DEI initiatives, prompting backlash from companies like Target.

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What they’re saying

“The nationwide Target Boycott is not over, unless and until Target reverses its decision to rollback Diversity, Equity, and Inclusion, as we said from the beginning. "Pastor" Jamal Bryant does not speak for us or our community and has zero authority to end the nationwide boycott of Target, a company that is headquartered in Minneapolis.”

— Nekima Levy Armstrong, Founder, Racial Justice Network (Facebook)

“Who's standing here? The people who actually called the boycott. The people who were actually willing to hold this company accountable and are not willing to compromise with Target Corporation until they do the right thing by the people of Minnesota and the people across this nation.”

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

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

This case highlights growing concerns in the community about repeat offenders released on bail, raising questions about bail reform, public safety on SF streets, and if any special laws to govern autonomous vehicles in residential and commercial areas.