Great explainer. I’m a Minnesotan who spent huge amounts at Target over the years. Have not spent a dollar with them since January. I shifted my spending to smaller business where possible and overall am spending less, and it was far less painful than I expected.
Sarah, same! I used to buy things monthly from Target, I have not shopped there once since January. I was worried about fall school shopping but adjusted to a multitude of stores and actually had a better time than going to Target which has continually been understocked and messy. I did this all for solidarity with my black and LGBTQIA communities, but it also has allowed me to move out of my buying silos.
I’m a white Midwesterner in a small town where Target had been my favorite shopping option. This year, I have not stepped foot inside the store and have purchased ZERO from them. I made this decision in solidarity with both the black and LGBTQIA communities 🌈🖤 I did the same thing with Amazon, which was my other go-to shopping. It was much easier than I thought! I have shifted to ways to shop local, got a COSTCO membership ⭐️, order directly from the manufacturers if needed, use Etsy, or do without. It feels good to see a boycott working!! 🎉
I’ll be eager to see what these efforts amount to. With the new executive orders significantly restricting DEI, the impact of boycotts is still uncertain. That said, I’m hopeful they’ll have some effect—we’ll just have to wait and see.
I have cut back my Target spending by at least 90%and only go there as a last resort. I typically spend over 10k a year there. This year it will be a few hundred.
When you put it like that, the impact of even one household's spend at Target is astounding. It's pretty remarkable how many people are buying the majority of their groceries and goods elsewhere.
My family and I have not shopped at Target since January, and we have all realized that we are fine without it and don't ever plan to go back. We are working hard to limit our shopping in general and when we do shop to choose stores that align with our values. Thank you to the Black community for so often doing the hard work and leading the way (and I'm sorry that this is still the case).
Republicans can be so stupid in their rabid pursuit of white supremacy. Data has repeatedly shown that manager diversity is positively associated with key financial performance indicators, including return on equity and invested capital, revenue growth, and share price performance. Similarly, report after report has found that diversity, equity and inclusion add to company performance and, therefore, shareholder value and if companies dilute efforts to promote diversity, they are neglecting that benefit. So Target has not only abandoned efforts that benefit its bottom line, it has, like way too many companies and other entities in America, shown abject cowardice in bowing to Republicans demands on DEI. I support Target Fast by withholding my purchasing power from Target and instead using it at businesses like Costco that show the courage of doing the right thing, not only for their bottom line but also for society as a whole. While many of us bide our time waiting to cast meaningful votes to arrest the destruction we watch daily, maybe sticking it to corporations in the form of boycotts is something that can move the needle in the meantime.
I am Caucasian and have been participating in this boycott from the beginning. I loved Target. The stores are clean and calm, and I loved their DEI commitments. I felt good about shopping there. Then they folded almost immediately when honoring those commitments went against the current administration. I felt like Target had been playing in our faces. I will not shop there until they issue an apology. Costco and Old Navy have been where I have spent most of my retail dollars this year and will continue to do so. This is one small act of resistance and a way that I can show support for diversity, which is something about which I am passionate.
I joined the boycott, despite the fact that my local Target has always appeared to reflect the initial commitments of the company, made in 2020. When Target called on stores to pull (or hide in a corner) merchandise for Pride Month I called the company to express my protest. I found that my local store kept the items prominantly displayed at the front of the store. I've depended on my Target as a place to find products created by designers from marginalized groups. I'll continue to participate in the boycott as long as the company refuses to stand by it's earlier commitments.
This story warms my heart. Thank you, Marie! I wanted to take the opportunity to grapple with the topic of DEI in general, mostly because of the dilemma outlined here: you’ve got customers voting with their dollars to say diversity matters deeply to them, but they’re being overruled by a government that bullies companies into ignoring what their customers want, creating a lose-lose situation for business. So it’s got me thinking: how do we organize our thoughts into a coherent message that helps everyone understand the value of DEI?
Let me start with what DEI actually is, because the acronym has gotten repurposed into a slur. Diversity, Equity, and Inclusion programs are workplace initiatives designed to ensure that talented people from all backgrounds get a fair shot at opportunities. Think of it as widening the talent pool rather than fishing in the same small pond. When a company commits to DEI, they’re saying they want to find the best people regardless of race, gender, disability status, or other characteristics that have nothing to do with their value (other than positive value associated with a unique perspective). They’re also working to remove the invisible barriers that have historically kept qualified people out. That’s not to say it’s always been instituted perfectly by everyone who has attempted these goals, but the goals of DEI should not be confused with the outcomes of some companies who didn’t sincerely believe in those goals in the first place.
Meanwhile, look no further than the white maleness of the anti-DEI movement to see how the default alternative manifests itself. Not pretty.
Here’s what bothers me about the current backlash: many white people, and MAGA supporters specifically, are deeply sensitive to being called racist. I get that. Nobody wants that label. But here’s the thing we need to understand together: racism isn’t just explicit hatred. It’s also about systems that produce unequal outcomes based on race, and apathy toward those systems when we personally benefit from them. When we see dramatic underrepresentation of women, people of color, LGBTQ individuals, and disabled folks in leadership positions, we have only two possible explanations. Either these groups are somehow inherently less capable (which is racist, sexist, ableist thinking), or the system itself creates barriers for them while opening doors for others. There’s no third option.
DEI isn’t racist, despite what our government claims in its Orwellian doublespeak. It’s a response to racism. It’s an attempt to level a tilted playing field.
And here’s the kicker that should matter to everyone, regardless of politics: DEI is good for business. Study after study shows that diverse teams make better decisions, spot market opportunities others miss, and avoid costly blind spots. When you only hire and promote people who look and think like you, you get groupthink. You miss out on the innovation that comes from different perspectives and life experiences. Companies with strong DEI programs consistently outperform their peers financially.
Without DEI, we don’t get a merit-based system by default. We get the opposite. We get nepotism, where people hire their friends’ kids. We get unconscious bias, where managers promote people who remind them of themselves. We get talented people overlooked because their name sounds too “ethnic” to a hirer culling resumes for arbitrary reasons. That’s not meritocracy; it’s mediocrity.
That’s why when I think about a party platform that responds to today’s authoritarianism, DEI should be front and center, but we need to explain it well. This isn’t handouts or quotas. This is recognizing that when we exclude huge portions of our population from opportunity, we’re not just being unfair – we’re being economically stupid. We’re punishing talented people and rewarding failure. We’re letting prejudice hold our economy back. Standing up for DEI isn’t just the right thing to do morally; it’s the smart thing to do for our collective prosperity. And if the economics still don’t convince you after your morals sat on the fence, I’m afraid you might not be worth courting for your vote. 🤷🏻♂️
I volunteer with a dog rescue and we host weekly adoption events at a Petco that is next to Target. The foot traffic from Target used to be our best audience, but no more - the drop in shoppers is very noticeable, the parking lot wide open with parking spots. It prompted us to find a new location for adoptions.
I’ll run in to grab a thing or two if it’s my most convenient option, but I cancelled by delivery subscription which automatically led to a drop in my purchases.
It was wonderful seeing Marie Beecham’s name on The Preamble today! Always enjoy her perspectives.
I moved 5 min from a wonderful Target to 45 minutes to an older Target in the past few years. I haven’t been since we moved so I haven’t seen any of these post 2024 election changes firsthand. But Target was already changing when we moved and I don’t miss it. At one point in its heyday I got my prescriptions and almost all of my groceries there. This is another reason to use my dollars somewhere else!
I've scaled back on most big brands -- Amazon, Target, Walmart, etc. Granted I live in a large city with many options. But the root my shopping habits transforming over the last year is because I think it is important to know what my dollars are funding. No different that giving to a nonprofit. I try to check Goods Unite Us as much as possible to see what brands contribute to PACs and candidates and if it aligns with my values.
I have not set foot or purchased anything from Target since the boycott started. I used to shop there once a week! Now I buy my favorite products directly from the companies. I don't miss it at all. Same with Amazon.
Thank you for this detailed explanation. Although I had definitely reduced my spending at Target, I felt it was the best option of Walmart, Amazon, and Target. But now, I will definitely seek other options.
It's hard when you have limited shopping options. I have been in target a handful of times this year, and I'm trying to reduce my reliance on big chains who are fairly terrible overall. Costco has been great, but I can't get everything there.
I’m a white middle aged woman, and Target was my favorite place to shop. It was almost one stop shopping and they had excellent prices and products. What the company didn’t seem to realize, or care about, is that their base were blue voters. Their base was proud to shop at a company that was so inclusive and forward thinking. I have conservative friends who never shopped at Target because they were a “woke” company. Those customers have always been Walmart shoppers and they’re not switching to Target. When they bowed down to trump and his threats, that were merely words as he has no control over a company, I stopped shopping there. I will not support a company that folds to the orange baby. I feel sorry for the Target workers, but I hope the company continues to lose money. Nobody I know really shops there anymore. If you go in, shelves are empty and the selection is non existent. Trump and his minions will not always be in charge and those billionaire elites who own these corporations and just folded when he issued empty threats, will continue to feel the monetary losses for years I hope.
Great explainer. I’m a Minnesotan who spent huge amounts at Target over the years. Have not spent a dollar with them since January. I shifted my spending to smaller business where possible and overall am spending less, and it was far less painful than I expected.
Thank you. I was in the same boat, and I agree - shifting my spending was surprisingly doable.
Sarah, same! I used to buy things monthly from Target, I have not shopped there once since January. I was worried about fall school shopping but adjusted to a multitude of stores and actually had a better time than going to Target which has continually been understocked and messy. I did this all for solidarity with my black and LGBTQIA communities, but it also has allowed me to move out of my buying silos.
Proudly dropped my Target habit in January, too with the exception of redeeming one last gift card. I describe it as voting with my dollars.
I’m a white Midwesterner in a small town where Target had been my favorite shopping option. This year, I have not stepped foot inside the store and have purchased ZERO from them. I made this decision in solidarity with both the black and LGBTQIA communities 🌈🖤 I did the same thing with Amazon, which was my other go-to shopping. It was much easier than I thought! I have shifted to ways to shop local, got a COSTCO membership ⭐️, order directly from the manufacturers if needed, use Etsy, or do without. It feels good to see a boycott working!! 🎉
I’ll be eager to see what these efforts amount to. With the new executive orders significantly restricting DEI, the impact of boycotts is still uncertain. That said, I’m hopeful they’ll have some effect—we’ll just have to wait and see.
I have cut back my Target spending by at least 90%and only go there as a last resort. I typically spend over 10k a year there. This year it will be a few hundred.
When you put it like that, the impact of even one household's spend at Target is astounding. It's pretty remarkable how many people are buying the majority of their groceries and goods elsewhere.
My family and I have not shopped at Target since January, and we have all realized that we are fine without it and don't ever plan to go back. We are working hard to limit our shopping in general and when we do shop to choose stores that align with our values. Thank you to the Black community for so often doing the hard work and leading the way (and I'm sorry that this is still the case).
Yes, thanks for pointing that out - I appreciate that this is an effort led by the Black community and supported by many others.
Republicans can be so stupid in their rabid pursuit of white supremacy. Data has repeatedly shown that manager diversity is positively associated with key financial performance indicators, including return on equity and invested capital, revenue growth, and share price performance. Similarly, report after report has found that diversity, equity and inclusion add to company performance and, therefore, shareholder value and if companies dilute efforts to promote diversity, they are neglecting that benefit. So Target has not only abandoned efforts that benefit its bottom line, it has, like way too many companies and other entities in America, shown abject cowardice in bowing to Republicans demands on DEI. I support Target Fast by withholding my purchasing power from Target and instead using it at businesses like Costco that show the courage of doing the right thing, not only for their bottom line but also for society as a whole. While many of us bide our time waiting to cast meaningful votes to arrest the destruction we watch daily, maybe sticking it to corporations in the form of boycotts is something that can move the needle in the meantime.
I am Caucasian and have been participating in this boycott from the beginning. I loved Target. The stores are clean and calm, and I loved their DEI commitments. I felt good about shopping there. Then they folded almost immediately when honoring those commitments went against the current administration. I felt like Target had been playing in our faces. I will not shop there until they issue an apology. Costco and Old Navy have been where I have spent most of my retail dollars this year and will continue to do so. This is one small act of resistance and a way that I can show support for diversity, which is something about which I am passionate.
I totally relate. This "one small act of resistance" might go a long way.
I joined the boycott, despite the fact that my local Target has always appeared to reflect the initial commitments of the company, made in 2020. When Target called on stores to pull (or hide in a corner) merchandise for Pride Month I called the company to express my protest. I found that my local store kept the items prominantly displayed at the front of the store. I've depended on my Target as a place to find products created by designers from marginalized groups. I'll continue to participate in the boycott as long as the company refuses to stand by it's earlier commitments.
Yes, there's a reason they say, "Vote with your dollar."
This story warms my heart. Thank you, Marie! I wanted to take the opportunity to grapple with the topic of DEI in general, mostly because of the dilemma outlined here: you’ve got customers voting with their dollars to say diversity matters deeply to them, but they’re being overruled by a government that bullies companies into ignoring what their customers want, creating a lose-lose situation for business. So it’s got me thinking: how do we organize our thoughts into a coherent message that helps everyone understand the value of DEI?
Let me start with what DEI actually is, because the acronym has gotten repurposed into a slur. Diversity, Equity, and Inclusion programs are workplace initiatives designed to ensure that talented people from all backgrounds get a fair shot at opportunities. Think of it as widening the talent pool rather than fishing in the same small pond. When a company commits to DEI, they’re saying they want to find the best people regardless of race, gender, disability status, or other characteristics that have nothing to do with their value (other than positive value associated with a unique perspective). They’re also working to remove the invisible barriers that have historically kept qualified people out. That’s not to say it’s always been instituted perfectly by everyone who has attempted these goals, but the goals of DEI should not be confused with the outcomes of some companies who didn’t sincerely believe in those goals in the first place.
Meanwhile, look no further than the white maleness of the anti-DEI movement to see how the default alternative manifests itself. Not pretty.
Here’s what bothers me about the current backlash: many white people, and MAGA supporters specifically, are deeply sensitive to being called racist. I get that. Nobody wants that label. But here’s the thing we need to understand together: racism isn’t just explicit hatred. It’s also about systems that produce unequal outcomes based on race, and apathy toward those systems when we personally benefit from them. When we see dramatic underrepresentation of women, people of color, LGBTQ individuals, and disabled folks in leadership positions, we have only two possible explanations. Either these groups are somehow inherently less capable (which is racist, sexist, ableist thinking), or the system itself creates barriers for them while opening doors for others. There’s no third option.
DEI isn’t racist, despite what our government claims in its Orwellian doublespeak. It’s a response to racism. It’s an attempt to level a tilted playing field.
And here’s the kicker that should matter to everyone, regardless of politics: DEI is good for business. Study after study shows that diverse teams make better decisions, spot market opportunities others miss, and avoid costly blind spots. When you only hire and promote people who look and think like you, you get groupthink. You miss out on the innovation that comes from different perspectives and life experiences. Companies with strong DEI programs consistently outperform their peers financially.
Without DEI, we don’t get a merit-based system by default. We get the opposite. We get nepotism, where people hire their friends’ kids. We get unconscious bias, where managers promote people who remind them of themselves. We get talented people overlooked because their name sounds too “ethnic” to a hirer culling resumes for arbitrary reasons. That’s not meritocracy; it’s mediocrity.
That’s why when I think about a party platform that responds to today’s authoritarianism, DEI should be front and center, but we need to explain it well. This isn’t handouts or quotas. This is recognizing that when we exclude huge portions of our population from opportunity, we’re not just being unfair – we’re being economically stupid. We’re punishing talented people and rewarding failure. We’re letting prejudice hold our economy back. Standing up for DEI isn’t just the right thing to do morally; it’s the smart thing to do for our collective prosperity. And if the economics still don’t convince you after your morals sat on the fence, I’m afraid you might not be worth courting for your vote. 🤷🏻♂️
I volunteer with a dog rescue and we host weekly adoption events at a Petco that is next to Target. The foot traffic from Target used to be our best audience, but no more - the drop in shoppers is very noticeable, the parking lot wide open with parking spots. It prompted us to find a new location for adoptions.
I’ll run in to grab a thing or two if it’s my most convenient option, but I cancelled by delivery subscription which automatically led to a drop in my purchases.
Interesting - thanks for sharing.
It was wonderful seeing Marie Beecham’s name on The Preamble today! Always enjoy her perspectives.
I moved 5 min from a wonderful Target to 45 minutes to an older Target in the past few years. I haven’t been since we moved so I haven’t seen any of these post 2024 election changes firsthand. But Target was already changing when we moved and I don’t miss it. At one point in its heyday I got my prescriptions and almost all of my groceries there. This is another reason to use my dollars somewhere else!
Thank you! It's an honor to be able to contribute to The Preamble today!
I've scaled back on most big brands -- Amazon, Target, Walmart, etc. Granted I live in a large city with many options. But the root my shopping habits transforming over the last year is because I think it is important to know what my dollars are funding. No different that giving to a nonprofit. I try to check Goods Unite Us as much as possible to see what brands contribute to PACs and candidates and if it aligns with my values.
That's good to hear - conscious consumption is very commendable.
I have definitely cut way back on Target, trying to do the same with Amazon now.
I have spent zero dollars at Target since January and don’t plan on going back any time soon.
That's one more for the boycott! It'll be interesting to see how Target decides to move forward.
I have not set foot or purchased anything from Target since the boycott started. I used to shop there once a week! Now I buy my favorite products directly from the companies. I don't miss it at all. Same with Amazon.
Thanks for sharing.
Thank you for this detailed explanation. Although I had definitely reduced my spending at Target, I felt it was the best option of Walmart, Amazon, and Target. But now, I will definitely seek other options.
It's hard when you have limited shopping options. I have been in target a handful of times this year, and I'm trying to reduce my reliance on big chains who are fairly terrible overall. Costco has been great, but I can't get everything there.
I’m a white middle aged woman, and Target was my favorite place to shop. It was almost one stop shopping and they had excellent prices and products. What the company didn’t seem to realize, or care about, is that their base were blue voters. Their base was proud to shop at a company that was so inclusive and forward thinking. I have conservative friends who never shopped at Target because they were a “woke” company. Those customers have always been Walmart shoppers and they’re not switching to Target. When they bowed down to trump and his threats, that were merely words as he has no control over a company, I stopped shopping there. I will not support a company that folds to the orange baby. I feel sorry for the Target workers, but I hope the company continues to lose money. Nobody I know really shops there anymore. If you go in, shelves are empty and the selection is non existent. Trump and his minions will not always be in charge and those billionaire elites who own these corporations and just folded when he issued empty threats, will continue to feel the monetary losses for years I hope.