A Call to Stewardship—Why We Support the Target Boycott

In an age where every dollar spent is a vote cast, the decision
to boycott Target is not just a protest—it’s an act of stewardship.

New York, N.Y. — At The Stewardship Report, we believe in wielding our resources wisely, honoring our values, and holding corporations accountable when they falter.

Today, as a 40-day “Target Fast” begins with Lent, we stand resolute in support of this movement. Target’s retreat from its diversity, equity, and inclusion (DEI) commitments is a breach of trust that demands a response—one rooted in principle and power.

Target once staked its brand on inclusivity.

In the wake of George Floyd’s murder in Minneapolis, where the company is headquartered, it pledged to amplify Black and minority voices, pouring resources into DEI initiatives.

Shoppers responded, entrusting Target with their hard-earned money—millions daily from Black consumers alone, a figure Rev. Jamal Bryant has pegged at over $12 million per day. That trust wasn’t charity; it was an investment in a vision of equity. Now, under pressure from a shrill faction of right-wing detractors, Target has scaled back those efforts. This isn’t pragmatism—it’s cowardice.

The evidence of consumer backlash is already clear.

On February 28, a 24-hour “economic blackout” saw Target’s store traffic plummet 11% and its website visits drop 9%, per industry reports. Yesterday’s fourth-quarter earnings for 2024 confirmed a 3% decline in net sales, with February flagged as a weak spot.

These aren’t abstract figures—they’re the sound of stewardship in action, of wallets closing to a company that’s lost its way. Black shoppers, alongside allies, are redirecting their economic might elsewhere, and rightly so.

Some might argue this boycott risks harming minority-owned brands still stocked at Target—brands like The Lip Bar, whose founder Melissa Butler has voiced such concerns. It’s a fair point, but stewardship demands a broader lens.

Target’s DEI rollback isn’t an isolated misstep; it’s a signal of corporate capitulation spreading from Walmart to Amazon. If we don’t act now, the erosion of inclusion will only deepen. Those brands deserve our support—directly, not through a retailer that’s abandoned its moral compass.

This 40-day boycott, championed by Black faith leaders and grassroots organizers, is a powerful echo of history. It recalls the Montgomery Bus Boycott, when disciplined stewardship turned economic pressure into social change. Target may bank on this fading quietly, but past boycotts—like Bud Light’s 2023 sales hit or Target’s own Pride Month stumble last year—prove otherwise.

Consumers hold the reins; stewardship means using them.

We acknowledge the challenges Target faces—looming tariffs under President Trump’s policies, a shaky retail climate—but hardship doesn’t justify betrayal. Contrast this with Costco, which leaned into DEI and saw web traffic soar 22% on February 28. The market rewards conviction. Target’s wavering has cost it ours.

So, we urge you: Embrace this boycott as an act of stewardship. Shop local, support small businesses, or choose retailers that still honor inclusion. Target thrived on our faith; now it must reckon with our resolve. Forty days is just the beginning. Let’s steward our resources—and our future—well.

A Call to Stewardship—Why We Support the Target Boycott (March 5, 2025)

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