Target DEI Boycott Ends Without Policy Changes

Activists Vow to Continue Protest Despite Pastor's Announcement

Mar. 12, 2026 at 8:03am

Got story updates? Submit your updates here. ›

A yearlong national consumer boycott of Target over its diversity, equity and inclusion rollbacks is concluding without any changes to the retailer's policies. While one protest leader announced the end of the boycott, other activists are distancing themselves from the announcement and vowing to continue their protest until Target meets their demands.

Why it matters

The diverging paths of these two boycott efforts highlight the complexities of achieving meaningful change through consumer activism. Differing strategies and priorities can lead to fractured movements, even when pursuing a common goal. As consumer activism gains momentum, this case study examines how shoppers' values will impact companies like Target going forward.

The details

In 2020, Target pledged to increase the number of Black employees across the company by 20% following the killing of George Floyd near its Minneapolis headquarters. However, in 2025, the company backtracked on efforts to boost representation of Black employees and support Black-owned suppliers, citing the need to adapt to 'the evolving external landscape' after President Donald Trump issued executive orders aimed at eliminating 'illegal DEI' policies. The initial boycott was launched in response to these DEI rollbacks and Target's commitment to spend more than $2 billion with Black-owned businesses by the end of 2025.

  • The boycott was launched in February 2026.
  • The boycott is concluding in March 2026 without any policy changes from Target.

The players

Pastor Jamal Harrison Bryant

The senior pastor at New Birth Missionary Baptist Church outside Atlanta who announced the end of the boycott after 'productive' conversations with Target and its CEO.

Nekima Levy Armstrong

The founder of the Racial Justice Network who called the end of the boycott 'a slap in the face' and stated that the group will continue to shun Target until their demands are met.

Michael Fiddelke

The CEO of Target.

Ebony Porter-Ike

A spokesperson for Pastor Jamal Harrison Bryant who confirmed that Target did not offer any new commitments or reverse any previously made changes to its DEI policies.

Donald Trump

The former President of the United States who issued a series of executive orders in January 2025 aimed at eliminating 'illegal DEI' in both the federal government and the private sector.

Got photos? Submit your photos here. ›

What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident (San Francisco Chronicle)

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

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.