Target’s decision to retool its diversity, equity and inclusion measures has sparked backlash as activists are now calling for a nationwide boycott of the retailer. In response, Black-owned brands that the store carried or carries are asking consumers to reconsider, pointing out that the dismantling of DE&I measures is complicated.
Target is one of several companies that have recently retooled their DE&I policies in light of mounting pressure from conservative activists and most recently, the White House, where President Donald Trump signed an executive order taking aim at DE&I programs on a federal level. Others like Walmart, Amazon and McDonald’s have also rolled back their diversity initiatives. (Target did not respond to a request for comment in time for publication.)
It’s a tricky issue for these large corporations to navigate, according to the six cultural marketing executives Digiday spoke with for this piece, and for the Black-owned brand founders themselves. Amidst the changes, Black-owned brands like The Lip Bar lipstick, The Honey Pot feminine care brand and Tabitha Brown, a social media personality with several brands at Target, are caught in the crosshairs — all of which have taken to social media to express disappointment with the changes to DEI policy while trying to convince shoppers that things aren’t as black and white as they seem. (The Lip Bar, The Honey Pot and Tabitha Brown all declined to make a spokesperson available for comment.)
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The original post is at Marketing Archives – Digiday
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