Activists are calling for a nationwide boycott of Target stores following the company's decision to roll back its diversity, equity and inclusion initiatives.The company announced on Jan. 24 that it would end its DEI goals that were previously set to increase Black employees' representation and advancement,

"We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment to inclusion," Target said in a statement announcing the change. "Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results."

Target will not see a dime of our Black dollars during Black History Month or at any other time,” said a cofounder of Black Lives Matter Minnesota.

Some believe in boycoting the company of over its DEI policy change while others say this hurts minority businesses.

More than 70 people came out to Nicollet Mall in downtown Minneapolis to protest Target’s move in the wake of the Trump administration’s efforts to end diversity, equity and inclusion programs.

When Target rolled back its DEI commitments, many Black consumers wondered where to shop. But experts say now is the perfect time to challenge ideas about consumerism.

Anger at Target surged after it abandoned DEI programs, but Black-owned businesses that struggled to earn shelf space urged critics to focus on buying minority-owned companies' products instead.

Owners of brands that were championed by Target before it rolled back DEI efforts say a boycott would harm their brands, and encouraged customers to support them.

Critics are calling for shoppers to boycott Target over its DEI policy reversal – but black-owned brands are asking customers to keep shopping at Target stores.

Civil rights activists gathered outside the Minneapolis headquarters of Target Corp. on Thursday to call for a boycott of the retailing giant over its decision to roll back its diversity, equity and inclusion initiatives.