Activists are calling for a nationwide boycott of Target stores following the company's decision to roll back its diversity, equity and inclusion initiatives.The company announced on Jan. 24 that it would end its DEI goals that were previously set to increase Black employees' representation and advancement,

After Target Corp. last week became the latest major company to announce a rollback in its diversity, equity and inclusion plans, some activists are asking shoppers to boycott the retailer indefinitely starting Saturday.

"We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment to inclusion," Target said in a statement announcing the change. "Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results."

Target will not see a dime of our Black dollars during Black History Month or at any other time,” said a cofounder of Black Lives Matter Minnesota.

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.

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.

Although several companies have cut or scaled back DEI programs, Target's reversal on DEI seemed to draw the greatest outrage.

When Target rolled back its DEI commitments, many Black consumers wondered where to shop. But experts say now is the perfect time to challenge ideas about consumerism.