Black Boycotts 2025

March 14, 2025March 13, 2025 The Positive Community

In response to corporations scaling back their diversity, equity, and inclusion (DEI) initiatives, Black activists, clergy, and consumers are turning to economic resistance through boycotts. Major companies like Target, Disney, and Wells Fargo have quietly retreated from their DEI commitments made after 2020’s racial reckoning, prompting frustration and demands for accountability. The question remains: Can Black-led boycotts drive lasting change?

Many companies cite political pressure, financial concerns, and shifting priorities as reasons for scaling back DEI programs. Conservative pushback, including lawsuits against race-conscious initiatives, has made corporations cautious, while economic downturns have deprioritized DEI funding. For Black consumers, however, these rollbacks feel like broken promises.

“Corporations saw DEI as a PR move, not a core value,” says business analyst Angela Matthews. “Now that the heat is off, they’re scaling back. That’s where consumer power comes in.” Target, for example, once pledged over $2 billion to Black-owned businesses by 2025 but has since retreated from its commitment, sparking a national boycott launched on February 1.

Faith leaders, including Pastor Jamal Bryant of New Birth Missionary Baptist Church, are leading a 40-day Target boycott starting March 5, aligning with Lent. “Black people spend $12 million a day at Target,” Bryant said. “If 100,000 people pull their spending, the financial impact will be real.” Bishop Reginald T. Jackson echoed the sentiment: “If corporate America won’t stand with us, we won’t stand with them.”

However, some Black entrepreneurs argue boycotts may hurt more than help. Tabitha Brown, whose lifestyle brand has multiple collections at Target, expressed concerns on Instagram. “Many Black, women-owned businesses fought hard to get into retail. A boycott could put us at risk.”

Brown explained that removing business from major retailers isn’t simple. “If our sales drop, companies can claim our products aren’t performing and remove them,” she said. April Showers, founder of Afro Unicorn, agrees: “Taking our business out of the store could lead to our products being replaced entirely.”

Author Victoria Christopher Murray warned of unintended fallout. “Target is a major distributor of Black books. If those sales vanish, it won’t hurt Target much—but it will devastate Black entrepreneurs.”

Despite these concerns, economic experts believe boycotts can be effective. With Black spending power exceeding $1.8 trillion, sustained and well-organized boycotts can pressure corporations. A study from the Kellogg School of Management found that boycotts don’t always need to hurt sales—negative press and public perception shifts can be just as impactful.

History supports this. The Montgomery Bus Boycott desegregated public transit, and brands like Gucci and H&M faced backlash that led to increased DEI commitments. However, not all boycotts succeed; lack of coordination or unintended consequences can undermine them.

Some groups advocate “buy-cotts,” encouraging consumers to support companies maintaining DEI commitments, like Costco. The NAACP is tracking corporate accountability, urging Black consumers to support businesses that honor their promises. Meanwhile, influencers like Danisha Carter criticize short-term boycotts, advocating for sustained action instead.

The People’s Union USA argues that collective economic action over time is key. “A one-day disruption sends a message, but sustained action creates real change,” the organization stated. Founder John Schwarz has spoken out against corporate rollbacks of DEI under conservative pressure, emphasizing the need for long-term resistance.

While corporate America’s retreat from DEI has sparked frustration, it has also renewed calls for Black economic independence. Entrepreneurs like Carlton Mackey view this as an opportunity: “If big brands won’t back us, we must double down on our own communities.” With upcoming boycotts targeting major retailers like Amazon and Walmart, the battle for corporate accountability continues.