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.

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,

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

Target is not welcome at the Twin Cities Pride Festival this year despite being a longtime sponsor, organizers say, because the company recently ended some of its DEI programs.

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.

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.

Critics are calling for shoppers to boycott Target over its DEI policy reversal – but black-owned brands are asking customers to keep shopping at Target stores.