Overview:
Civil rights leaders behind the Target boycott gathered at the company’s Minneapolis headquarters on Aug. 21, calling for continued consumer pressure after the ouster of longtime CEO Brian Cornell. Activists including Nekima Levy Armstrong, Monique Cullars-Doty, and Jaylani Hussein say Target betrayed its DEI promises and loyal Black customers, leading to billions in financial losses. New CEO Michael Fiddelke now faces mounting pressure to restore public trust or risk further decline.
Civil rights leaders behind the national Target boycott gathered outside the company’s downtown Minneapolis headquarters on Thursday, August 21, urging the public to “double down” as the retailer reels from declining sales, falling stock value, and the early exit of longtime CEO Brian Cornell.
The boycott, launched February 1 by Minneapolis-based activists, began in response to Target’s rollback of its Diversity, Equity, and Inclusion (DEI) commitments. Cornell’s ouster and the appointment of new CEO Michael Fiddelke mark just how deeply the campaign has shaken the retail giant.
Boycott leaders speak out
“Target took its most loyal customers for granted,” said Nekima Levy Armstrong, civil rights attorney and founder of the Racial Justice Network. “Instead of standing with communities that have supported them for decades, they chose profits over people, and it has cost them billions.”
Monique Cullars-Doty, co-founder of Black Lives Matter Minnesota, emphasized the power of collective consumer action. “This shows the power of Black and allied consumers. Our dollars matter, and we won’t be ignored.”
Jaylani Hussein, executive director of CAIR-Minnesota, addressed the new CEO directly. “Michael Fiddelke has an important choice. He can restore public trust by reversing these harmful DEI rollbacks, or continue down the failed path of Brian Cornell. If he chooses the latter, Target risks decline to a point of no return.”
From promise to betrayal
In 2020, following the police murder of George Floyd, Target pledged $2.1 billion toward racial equity, including support for Black-owned businesses and hiring commitments. But activists say the company reversed course after the Trump Administration returned to office, dismantling DEI initiatives and making an unprecedented $1 million donation to President Trump and Vice President J.D. Vance’s inaugural committee.
Leaders argue that reversal was a betrayal not only of Target’s promises but also of the Black communities that helped build the company’s consumer base in its hometown.
Financial fallout
Since the boycott began, Target has faced mounting financial losses:
- Stock value: Down 31% since January, erasing $12.4 billion in market value
- Foot traffic: Declined 3.1% year-over-year in Q2 2025
- Revenue: Three consecutive quarters of losses
Analysts have linked much of the decline directly to the boycott and its impact on consumer behavior.
What’s next
With more than 1,900 stores nationwide and the holiday shopping season approaching, Target’s leadership faces mounting pressure to rebuild community trust or risk long-term decline.
“The choice is clear,” said Levy Armstrong. “Target must recommit to diversity, equity, and inclusion, or face the consequences of ignoring the very people who helped build their brand.”