Twin Cities activists rally crowd at Target HQ to boycott retailer after DEI rollback

A trio of Minnesotans who previously led reform efforts in the Twin Cities after George Floyd’s murder rallied more than70 people outside Target’s corporate headquarters, calling for a boycott of the retailer over changes in the company’s diversity efforts.

“The reality is we all make up the fabric of America and should be embraced,” said Nekita Levy-Armstrong, a civil rights attorney, activist and founder of Racial Justice network, who led the rally with Jaylani Hussein and Monique Cullars-Doty. “Somehow Target did not understand its decision would not only be offensive but [would be] bad for business. Many of us were regular Target shoppers before their announcement.”

Target on Friday retreated from goals strengthened after Floyd’s murder by police in Minneapolis, where the retailer is based. Goals included pay equity, diversifying its supplier network and one of its programs benchmarked how much money would go to community efforts and businesses led by people of color.

“Many of us were stunned,” Levy-Armstrong said. “We thought that they would hold the line.”

The three believe that President Donald Trump’s decision to end diversity, equity and inclusion programs in the government put pressure on Target and other companies. Trump also called on departments to identify private ventures that should be investigated.

Hussein told the crowd the three rally leaders believe Target would reverse its decision, possibly by the end of February, if a boycott holds.

“But it’s up to us,” he said.

Target said Friday it still believed diversity was important to meet business goals. Target has rolled out a new program, Belonging at the Bullseye, which a Target spokesman said at the time had been in the works since early 2021.

The company declined to comment on the rally.

Other retailers like Walmart and Amazon have announced similar DEI moves, though some, including Costco, have reaffirmed their commitment.

Twin Cities Pride has already ousted the Target from sponsoring the annual parade and festival because of its decision this past Friday to scale back previous DEI goals.

Levy-Armstrong said after posting on Facebook, she heard from several previously loyal Target customers who cut up their Target Circle cards, canceled their Shipt subscriptions, deleted the Target app and limited, if not stopped, all purchases made at the retailer.

Cheryl Persigehl, a Minneapolis resident and former Target customer, read a letter submitted to the Star Tribune.

After 40 years of shopping, Persigehl cited Target’s “well-earned reputation” as an employer and corporate citizen as key determinants in her loyalty. The retailer’s reversal in its commitment to DEI changed Persigehl’s allegiances.

“What were you thinking? Apart from this being an act of corporate cowardice, how can you possibly believe this will be “good for business”?”

Chauntyll Allen, founder of Love First Community Engagement and director of criminal justice and activism at the Wayfinder Foundation, cut up Target Circle cards, signaling the start of a boycott.

Raeisha Williams, who owns Heritage Corp., a company that specializes in loose-leaf teas, said she spent a year building a relationship with Target through the retailer’s training program.

But after a year of spending time and money drop shipping products Target might use on its shelves, the buyer she was working with was replaced, she said at the rally.

She said she never got a reply from Target again as she reached out for over a year.

As a customer, Williams said she felt Target was making choices that impact accessibility for communities of color. For example, her favorite laundry detergent, children’s vitamins and other everyday items were locked up at the University Avenue Midway store in St. Paul. When Williams shopped in Edina and Woodbury on different days, those items were on open shelves.

“I have felt disrespected, disregarded, devalued and unappreciated,” Williams said.

Several who attended the protest said in interviews that they found the decision by Target cowardly, and echoed the sentiments from Armstrong and others that they believe the company was folding in response to Trump’s calls to eliminate diversity initiatives.

Members of the Brass Solidarity band opened and closed the rally with music, adding pro-boycott messages into their songs such as, “Ain’t going to let no corporation turn me around.”

Target closed its lobby following the press conference, directing all foot traffic to other entrances.