[Photo: TabithaBrownforTarget]
Within his first week in office, President Trump reversed DEI efforts within the federal government. The executive order was titled, “ending radical and wasteful government DEI programs and preferencing.” In 2021, President Biden was an advocate and promoted DEI programs within the federal government. President Trumps order required various companies to stop all programs that had federal contracts and grants related to DEI initiatives. Private sector business and companies were not required to stop DEI efforts but were strongly encouraged; private sector companies are run by businesses and or individuals instead of the government. An example of private sector companies is Walmart, Target, Netflix and Tesla. Since the reversal of DEI efforts, many private sector companies have decided to stop their DEI efforts.
Target has decided to stop its DEI efforts. Target is known for selling products from Black owned businesses and supporting the LGBTQAI+ community. Target sells Black owned hair brands such as TPH by Taraji, Carol’s Daughter, Mielle Organics, Donna’s Recipe, Miss Jessies, and many more. They also sell Black owned feminine hygiene products such as the Honey Pot and Here We Flo. In past years, Target has been an advocate and promoter of Black History Month, dedicating sections and selling Black History targeted merchandise the whole month of February.
In 2022, Black influencer and content creator Tabitha Brown who is known for her positive energy, vegan lifestyle, and love for natural hair announced her partnership with Target. The collaboration was originally supposed to be a limited collection of various items. However, her products sold quickly, and she was given a permanent partnership with Target selling cookware, vegan food items, and her haircare line Donna’s recipe. Brown is partnered with Walmart and Amazon as well; in an Instagram video she shared that her contract with Target does not expire for another year.
Many Black buyers are upset at Target stopping its DEI efforts and plan to boycott, but Brown is strongly against this idea saying it would hurt Black businesses. “I do business all over just like many other people, and what I can tell you is if we all decide to boycott… So many of us will be affected in our sales and our business will be hurt” she said via an Instagram video. Brown also said she understands and gets those who will continue with their boycotting plans. The Honey Pot Co, a Black owned feminine care brand took to their Instagram and said, “We are actively working to understand the impact of these changes and appreciate your patience and support to honor the importance of this matter.”
Many Black owned products have gone on sale at Target since the DEI announcement. Target attracts many Black shoppers, specifically younger people. If Black shoppers decide to follow through with the boycott, then the demographic of Target’s shoppers would change drastically.
