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Target Reels from Boycotts, Employee Revolt, and Massive Losses as Activists Plot Next Moves

April 18, 2025

Target is experiencing significant challenges as consumer boycotts intensify, employees consider unionization, and the company faces financial difficulties following its rollback of diversity, equity, and inclusion (DEI) initiatives. Led by Rev. Jamal Bryant's 40-day "Targetfast" campaign during Lent, organizations including the NAACP, National Newspaper Publishers Association, and The People's Union USA are organizing boycotts to protest what they describe as corporate surrender to bigotry.

Who is affected

  • Target consumers who are participating in boycotts
  • Target employees experiencing low pay, considering unionization, and some resigning
  • Target shareholders seeing stock value decline from $142 in January to $94 in April
  • Civil rights organizations and activists leading boycott campaigns
  • Target executives and management dealing with financial losses and employee unrest

What action is being taken

  • Rev. Jamal Bryant is leading a 40-day "Targetfast" aligned with the Lenten season
  • The NAACP, National Newspaper Publishers Association, and The People's Union USA are organizing mass boycotts and strategic buying initiatives
  • Target employees are discussing unionization and some are resigning in protest
  • The People's Union USA has scheduled another Target boycott for June 3-9
  • Target executives are "focusing on controlling what we can control" according to CFO Jim Lee

Why it matters

  • Target's DEI rollbacks are viewed by activists as surrendering to bigotry and abandoning progress
  • The boycotts demonstrate the economic power consumers have to hold corporations accountable
  • Target's financial metrics are showing significant decline, with foot traffic dropping 9% year-over-year in February and 6.5% in March
  • The employee discontent reveals workplace issues around compensation and representation
  • The situation exemplifies tensions between corporate decision-making and stakeholder values regarding diversity and inclusion

What's next

  • Another Target boycott is scheduled for June 3-9 as part of a broader campaign
  • The People's Union USA has announced upcoming boycotts of other major corporations including Amazon (May 6-12), Walmart again (May 20-26), and McDonald's (June 24-30)
  • Civil rights leaders and grassroots organizers are vowing to escalate pressure in the weeks ahead

Read full article from source: The San Diego Voice & Viewpoint