Target’s decision to scale back its diversity, equity and inclusion (DEI) initiatives has sparked a nationwide backlash that is taking a visible toll on the retailer. So much so that the head of Target recently sat down with Al Sharpton to see how he could right the sinking ship.
Al Sharpton’s meeting with Target CEO
According to its reports, Target says in-store foot traffic has declined for 10 consecutive weeks, coinciding with a boycott campaign led by grassroots organizations and activists, including Rev. Al Sharpton, Founder and President of the National Action Network (NAN). Target CEO Brian Cornell met with Sharpton on April 16 to discuss Target’s stance on diversity, equity and inclusion (DEI) and ways to end the boycott, which for many is having the desired effect.
I had a very constructive and candid meeting with Brian Cornell….I am going to inform our allies, including Rev. Dr. Jamal Bryant, of our discussion, what my feelings are, and we will go from there.
Al Sharpton
The meeting took place at NAN’s corporate headquarters in New York City, where Sharpton was accompanied by Rev. Jamal Bryant, who spearheaded the Target boycott, NAN National Board Chair Dr. W. Franklyn Richardson and Senior Advisor Carra Wallace.
Following the meeting, Sharpton said via an issued statement, “It is imperative we make it clear, on the record, that he and I are aligned, especially as those seeking to dismantle DEI will sow divisions to advance their cause. We took a photo to put it crystal clear that the CEO and I met, but this is not just a photo (opportunity). This was a message that we will go public with progress and what the answers are for the things we asked for.”
Sharpton’s meeting with Cornell highlights the ongoing efforts to hold corporations accountable for their decisions regarding DEI. Sharpton also mentioned his similar conversation with PepsiCo executives earlier in the week, underscoring the broader trend of boycotts targeting companies that scale back their DEI programs. Sharpton emphasized that he will continue consulting with allies, including Rev. Bryant and other members of NAN, to determine the next steps.
Prolonged decline in foot traffic
“I used to be a loyal Target shopper, like on a weekly basis. I haven’t set foot in there since the boycott began,” said Houston mother, Jaimi Canady.
Canady isn’t alone. For the week beginning March 31, 2025, Target reported a 7.9% drop in store traffic compared to the previous year. This follows a troubling trend of declining foot traffic, which began shortly after the company announced it would roll back its DEI programs. Notably, the decline continued even during Target’s Circle Week sale, a time that typically sees increased visits due to promotional offers.
Data from Placer.ai reveals that every state, except West Virginia, saw a decrease in Target’s store visits between March 2024 and February 2025. While foot traffic had increased by 43% in the months leading up to December 2024, it has since faltered, signaling the direct impact of the boycott campaign.
Target’s stock price has also taken a hit, opening at $94 on April 14, down significantly from a high of $142 at the end of January. Investors appear to be responding to the public outcry over the company’s decision to scale back its DEI initiatives, which critics have labeled as a capitulation to right-wing pressure.
The boycott and its growing support
The national boycott against Target, which was organized by grassroots groups like People’s Union USA, gained significant momentum in early 2025. Rev. Bryant, pastor of New Birth Missionary Baptist Church in Georgia, has been a vocal leader of the campaign. He called for a 40-day boycott timed with the Christian season of Lent, urging consumers to shop elsewhere in protest of Target’s decision to retreat from its DEI commitments.
Nina Turner, Senior Fellow at The Institute on Race, Power and Political Economy at The New School, expressed support for the boycott’s effectiveness, saying, “Boycotts are effective. Boycotts must have a demand. We are boycotting Target because they bent to bigotry. Target’s foot traffic is down 10% since we called for a boycott. We will continue to boycott until our demands are met. We will keep organizing.”
Turner’s comments underscore the growing determination among activists to continue applying economic pressure until their demands are addressed.
What’s next for Target?
The continued decline in foot traffic and the significant drop in stock price suggest that Target is facing real economic consequences from its decision to reduce DEI initiatives. With the boycott campaign gaining strength, activists are calling on the retailer to reverse course and reinstate its diversity commitments.
As Sharpton, Bryant, and other activists continue to apply pressure, the ultimate question remains: Will Target heed the growing public outcry, or will it continue to face the financial fallout of its DEI rollback?
“With boycotts and protests showing clear economic impact, it’s evident that this movement is far from over, and the pressure on Target is only set to increase in the weeks to come,” Canady said.
