
At the beginning of February, social activists and influencers decided to stand against Target after the retailer decided to restructure its diversity, equity, and inclusion (DEI) strategy.
Target said in a statement that it is concluding its three-year DEI goals and its Racial Equity Action and Change (REACH) Initiatives to accelerate action in key areas, implement changes to drive growth and stay in step with the evolving external landscape.
African American community members were not receptive when they heard about this change. That was when social justice leaders resulted in a nationwide boycott and labeling Target as being “canceled.”
The term occurs when a person, organization, group of people, or company is ostracized by another group of people who try to weaken it financially and reputation-wise. Other companies making similar decisions, like Walmart and McDonald’s, in January, are also in this category.
Ernest Owens, the author of “The Case for Cancel Culture: How This Democratic Tool Works to Liberate Us All,” said that Target was once an ally to the Black community because of its relationships with Black-owned businesses, offering them the opportunity to sell their products in its stores and other DEI-related initiatives that have recently ended.
“During the Black Lives Matter protests, there was a social and cultural shift, and then a federal push to do more DEI-type work,” Owens said. “That was a trend, but we have seen a federal shift in decentering DEI, defunding DEI, pulling away from it, and that has reverberated into corporations doing the same.”
Like with any boycott, Target will face an economic impact, so does this decision make sense in the long run?
The McKinsey Institute for Black Economic Mobility reports that companies have overlooked Black Americans as a priority demographic. Their research proposes that they spend around $835 billion annually, about 10 percent of overall consumption.
Owens says that the Black consumer is a loyal patron of Target, paying billions in goods and services each year, and affecting the store’s bottom line will be the only way Target will listen.
“People have to understand that when a company says that they’re not going to support DEI, it can trickle down to so many other levels of safety beyond just your initiatives,” Owens said. “That says that it creates an environment that devalues the people that go to that store that benefits from DEI.”
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