Target’s foot traffic has taken another decline amid a 40-day boycott.
As AFROTECH™ previously reported, the retailer reversed its three-year diversity, equity, and inclusion (DEI) commitments, dismantling a program that helped Black and minority-owned businesses secure shelf space. Additionally, the company is no longer required to submit reports to external diversity-focused groups.
“Many years of data, insights, listening, and learning have been shaping this next chapter in our strategy,” said Kiera Fernandez, chief community impact and equity officer at Target, according to NBC News. “And as a retailer that serves millions of consumers every day, we understand the importance of staying in step with the evolving external landscape, now and in the future — all in service of driving Target’s growth and winning together.”
This comes as other major companies, like Walmart, have removed race and gender as factors for granting supplier contracts. McDonald’s also discontinued its diversity training programs and is no longer adhering to its diversity goals as it pertains to senior leadership position, AFROTECH™ previously shared.
Following President Donald Trump’s inauguration, he signed multiple executive orders aimed at dismantling DEI initiatives, programs, and roles at the federal level. More recently, he has pressured French companies with U.S. contracts to align with this stance, France 24 reports.
This growing shift away from DEI has not come without consequences. In Target’s case, the company faced a lawsuit from its shareholders and a 40-day consumer boycott led by Rev. Jamal Bryant, set to conclude on April 17, AP News reports. Initially aiming for 100,000 participants, the boycott surpassed expectations, with 150,000 sign-ups, according to Retail Brew.
“We’re asking people to divest from Target because they have turned their back on our community,” Bryant said to CNN.
Additionally, Target’s foot traffic saw a decline for the eighth straight week, with an average decline of 6.2%. Walmart and McDonald’s are also logging in declines over a span of several weeks.
On the other hand, Costco is having a different experience. The company’s shareholders rejected a proposal that would require it to restructure its DEI commitments and its board was in alignment.
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“Our commitment to an enterprise rooted in respect and inclusion is appropriate and necessary. The report requested by this proposal would not provide meaningful additional information,” the board said, according to AP News.
Costco’s foot traffic has been steadily rising, marking its 13th consecutive week of growth, Retail Brew reported on March 28, 2025.
