A 40-day boycott against Target began after the company retracted its DEI commitments.

As AFROTECH™ previously told you, Target abruptly ended its three-year diversity, equity, and inclusion (DEI) goals, including submitting reports to an external diversity-focused group and a program to ensure Black-owned and minority-owned businesses were stocked in stores.

“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.”

Target has faced backlash after shifting gears. In fact, in a proposed class action, its shareholders revealed that the major retailer did not disclose the repercussions of scaling back its DEI commitments. Additionally, they claim they overpaid for its stock and were unaware they were endorsing its “misuse of investor funds to serve political and social goals,” as AFROTECH™ mentioned.

Entrepreneur Danielle Coke Balfour also pulled her “Oh Happy Dani” brand from Target shelves.

“All products pictured are retired at this time except the Good Work Journal. My licensing agreement was with a vendor, not Target directly,” she wrote on Instagram. “Target has described their changes as ‘concluding’ specific DEI initiatives, which I’ve expressed my personal disappointment with. I stand by my message about the importance of supporting Black-owned brands and businesses!”

Although Target is not the only one among dozens of Fortune 500 companies to divert its interest in DEI, it has taken the hardest fall. CNN credits this to its more progressive consumer fanbase and more aggressive approach.

“Black people spend upwards of $12 million dollars a day, and so we would expect some loyalty, some decency, and some camaraderie,” Rev. Jamal Bryant told CNN.

Now, a 40-day consumer boycott has been launched against the retailer, led by Bryant.

“We’re asking people to divest from Target because they have turned their back on our community,” he said.

Black-owned businesses with Target retail deals urge consumers to recognize the impact of their purchasing power.

“We don’t want these minority businesses to suffer or to be impacted negatively,” said Lip Bar CEO Melissa Butler.