Everyday acts of consumption like grocery shopping are taking on a new shape as a growing, quiet protest is gaining ground. While corporate giants like Target and Amazon continue to dominate the market, an increasing number of Black consumers are choosing to boycott major chains, redirecting their purchases toward businesses that genuinely reflect their values and recognize the dignity of their lives.
At the heart of this protest is the widespread abandonment of DEI – Diversity, Equity, and Inclusion – programs by many companies. Following the election of Donald Trump, who in early 2025 eliminated these policies at the federal level, numerous private sector companies have followed suit. Among them are major retailers that in previous years had launched initiatives to invest in Black-owned businesses and support minority representation on their shelves, in their services, and in advertising.
This reversal has sparked widespread outrage. In February, Pastor Jamal Bryant, leader of New Birth Baptist Church in Georgia, launched a national boycott of Target by calling for a 40-day “fast” during Lent. His campaign quickly gained traction on social media, eventually gathering over 250,000 pledges.
The boycott was not merely symbolic. In the first quarter of 2025, Target reported a $500 million drop in sales compared to the previous year. The multinational corporation attributed the decline directly to customer backlash over the withdrawal of DEI initiatives and reduced in-store traffic.
According to reports from CNN, The Guardian, and NBC News, many Black consumers are now actively shifting their spending to smaller-scale operations: local businesses, family-run stores, Black- or women-owned ventures, and even buying collectives organized on social platforms. In collaboration with the Black Chamber of Commerce—a national U.S. organization representing the economic and entrepreneurial interests of the African American community—a digital directory has been created, listing over 150,000 businesses from which consumers can buy directly.
The roots of this shift lie in a sense of betrayal. After the Black Lives Matter protests in 2020, which were sparked by the police murder of George Floyd, several companies publicly pledged their commitment to diversity. Target, for example, announced a $2 billion investment in Black-owned suppliers and brands by 2025. Store shelves were soon stocked with hair care products, cosmetics, home goods, and even celebrity-designed collections.
But the recent political shift and retreat from those commitments have left many feeling abandoned. Some analysts argue that this new phase marks a form of deliberate economic resistance, one capable of directly influencing corporate behavior.
Still, the boycott has its limits. Many families living in rural areas or with limited resources do not have access to the same purchasing options available in major cities. Geographic, technological, and economic disparities make widespread participation more difficult.
Nonetheless, the message is clear: purchasing power can be a tool for pressure and affirmation. This protest builds on successful protest movements that employed similar strategies, like the Montgomery bus boycott in the 1950s, or the Anti-Apartheid Movement against segregated South Africa in the 1980s.
