Civil rights activists have gathered outside Target's Minneapolis headquarters to call for a boycott of the retailing giant over its decision to phase out its diversity, equity and inclusion initiatives.

Consumers who want to boycott Target should instead spend their dollars on products from Black-owned businesses at the retailer, said April Showers, founder and chief executive of toy, apparel and home goods brand Afro Unicorn, which has been sold at Target since 2022.

Anger at Target surged after it abandoned DEI programs, but Black-owned businesses that struggled to earn shelf space urged critics to focus on buying minority-owned companies' products instead.

In addition to other efforts, the retailer will end a program focused on carrying more products from Black- or minority-owned businesses.

Target has announced it is rolling back its diversity, equity and inclusion (DEI) policies, becoming the latest corporation to do so following President Trump’s election. In a memo sent to

Owners of brands that were championed by Target before it rolled back DEI efforts say a boycott would harm their brands, and encouraged customers to support them.

Several Black founders and brand owners are speaking out amid calls for a boycott of major retailers rolling back DEI.

Civil rights activists gathered outside the Minneapolis headquarters of Target Corp. on Thursday to call for a boycott of the retailing giant over its decision to roll back its diversity, equity and inclusion initiatives.

A protest was staged outside of Target headquarters in downtown Minneapolis after the company announced it’s ending its diversity initiatives last week.