A complicated history and the current call to Boycott Target Corporation: What Does All Mean?

2016: Governor Mark Dayton's comments on the death of Philando Castile

2016: Governor Mark Dayton Suggest policy as reparation for the death of Philando Castile

2020: Brian Cornell, Chairman & CEO Open Letter

2025: The Dayton Daughters comment on DEI Rollback

Target was created by a prominent white and beloved—across all races—Minnesota family—the Dayton's—who have been a pillar of Minnesota culture for generations. Dayton’s was a cherished destination, a place where my grandmother—who migrated from Fort Worth, Texas, during the Great Migration with her parents—would take us to buy our Easter clothes. This family brought with them the rich traditions of the Church of God in Christ, establishing a foundation of faith in the North. We were there through every transition, from Dayton’s to Marshall Field’s to Macy’s, witnessing the evolution of a Minnesota institution.

Among the many ties my family had to Dayton’s, I personally stored multiple, tagged, never-circulated estate storefront pieces, relics of its legacy. But in February 2022, these priceless items were taken— not by an individual, but by the relentless, systematic and systemic, racial injustice that has long deduced Black wealth and well-being in the state. No one knows better than me, the issues of racial and socioeconomic abuse plaguing the state and the nation. So, I am receptive to efforts to improve the black condition.

The Dayton family also gave Minnesota one of its most beloved governors, Mark Dayton. He stands among a short but distinguished list of beloved governor's whose careers reflect a genuine commitment to all Minnesotans—a list that includes former Reform Party Governor Jesse Ventura and current Democratic Governor Tim Walz. These leaders have earned respect across party lines for their unwavering service to the state's citizens.

Other influential "rock star" officials and figures shaping Minnesota include Ms. Toni (former Ramsey County Commissioner) and her son, Melvin Carter, the current mayor of Saint Paul (Minneapolis' Twin Sister—though the two are far from identical). Alongside them are Minneapolis Mayor Jacob Frey and Minnesota Attorney General Keith Ellison, who has been a key player in the state's ongoing fight for justice.

During the 2020 Minneapolis riots, Ellison worked alongside music artist, business mogul, and husband of Beyoncé Knowles Carter, Shawn “Jay-Z” Carter, playing a critical role in containing the local damage and potential spread of national racial uprising (i.e. Civil War) by ensuring the immediate and public arrest and indictment of all parties involved in the murder Mr. George Floyd. Additionally, together with Governor Walz, they ensured the release of CNN correspondent Omar Jimenez, who had been unjustly detained while covering the protests. Their swift action was a testament to the power of leadership, advocacy, and solidarity in the principle of equal access and protection for all Americans under the law.

As calls grow for a boycott of Minnesota-founded Target in response to its rollback of DEI commitments to the Black population in the United States of America, it’s important for those outside the state to understand Minnesota’s long-standing role as a political epicenter for race in the United States which is often overshadowed through stories reliving captivity in the South and the struggle to escape.

The Long Hot Summer: Minnesota’s Reckoning with the Black Condition and the Dayton Family’s Entrance into the Fight for Racial Justice

For the better part of the last twelve years, since 2013, Minnesota has been publicly grappling with the Black Condition in the United States. At the heart of this struggle, the Target Corporation has continuously found itself at center stage of the state’s attempt to find racial balance—both judicially and socioeconomically.

It all began with beloved Trayvon Martin, a 17-year-old Black child walking home to his mother’s house from a convenience store on the night of February 26, 2012. He was carrying a bag of Skittles and an iced tea when 28-year-old George Zimmerman, a self-proclaimed neighborhood watch volunteer, spotted him. Zimmerman, armed with a gun and racial suspicion, followed Trayvon despite being instructed by police dispatch not to pursue him. Trayvon, realizing he was being stalked, tried to defend himself. A struggle ensued, and Zimmerman fired the fatal shot that ended Trayvon’s life.

Zimmerman was arrested and charged with second-degree murder, but in July 2013, after a high-profile trial, a Florida jury found him not guilty. The verdict sent shockwaves across the country. To many, it was a chilling confirmation that the American legal system did not recognize the right of Black children to defend themselves, to walk home safely, or simply to exist.

Shot at the Hennepin County Government Center where many rallies were held. Minnesotan's used everything, including art to invoke a shift in the culture of leadership. Had these peaceful measures for seven years been taken seriously the riots wouldn't have happened. Being that something did happen because of the riots, what is the lesson that leadership is teaching citizens?

Minnesota Responds: The Beginning of a Movement

Still in mourning over the injustice suffered by the Martin family, Minnesotans could no longer grieve alone. The state’s citizens collectively decided that America had become too dangerous for Black children and families and that immediate reform was necessary to make Minnesota safe from racially motivated attacks.

That summer, hundreds of Minnesotans gathered at the Hennepin County Government Center in what became the first of many rallies. They came from all walks of life—mothers and fathers, college students, elementary school children who had walked out of class, reverends, pastors, priests, and grassroots organizations. They gathered, not in protest, but in grief, solidarity, and hope, calling on the state to acknowledge the racial injustice at hand and to take action.

Following the rally, the people marched in silence from downtown Minneapolis to the campus of Augsburg College, a powerful demonstration that the issue of race in America could not be ignored.

Ignored Demands and the Escalation to Protest

As the years passed, more Black lives were lost across the nation and in Minnesota specifically. Courts protected police through grand juries that concealed the details of those involved and refused indictments, ruling that the murder of unarmed Black children, men, and women was "reasonable force."

Between 2014 and 2016, while other northern states lost Freddie Gray, Michael Brown, Eric Garner, Tamir Rice, Sandra Bland, and more, Minnesota lost:

• Phil Quinn, shot by St. Paul police in 2015 while experiencing a mental health crisis.

• Jamar Clark, a 24-year-old unarmed Black man, shot in the head by Minneapolis police in 2015.

• Terrence Franklin, a 22-year-old killed by Minneapolis police in 2013.

• LaVunnti Broadbent, a 16-year-old Black child murdered by a vigilante in St. Paul in 2015.

• Philando Castile, a beloved school cafeteria worker, gunned down during a traffic stop by a police officer in 2016 in Falcon Heights.

Each time, no consequences followed.

Minnesotans’ grief turned to agitation. Rallies, initially meant to plead for justice, transformed into protests as the state ignored the people's demands for reform. Thousands gathered at each demonstration. Protesters occupied police department buildings, surrounding them and even climbing onto the roofs. They occupied government offices, refusing to leave until real action was taken.

From Protest to Occupation

With no justice in sight, militant financial strikes began. Protesters shut down public transportation, uniting to block major intersections and shopping districts. They staged silent die-ins, where hundreds of Minnesotans lay motionless in the streets, symbolizing the countless Black bodies lost to injustice.

Highway entrances and exits were blocked, preventing corporate businesses from functioning. At the heart of this economic disruption was the realization that corporations using unnecessary off-duty police officers were turning Minnesota into a war zone, creating an environment of fear rather than safety.

Police inside Minnesota's K-12 schools also became battlegrounds institutions calling for justice. But even then, the demands of the people were ignored.

The Day the Protest Reached Governor Dayton’s Lawn

It was at this breaking point that the Dayton family first entered the fight for racial equality.

Mark Dayton, then Governor of Minnesota, is the son of the family behind the Target Corporation. While other corporations distanced themselves from the unrest, Dayton found himself directly in the line of fire. Protesters took their demands directly to his home, setting up camp on his lawn, refusing to leave until he acknowledged the crisis.

This was more than just a political moment—it was the intersection of Minnesota’s corporate empire and its people’s demand for justice. The Dayton family, for generations, had built and profited from Minnesota’s economic infrastructure. But in that moment, the people made it clear: Minnesota's Black citizens were part of that infrastructure, too.

The Unfinished Struggle

From 2013 to 2020, Minnesota remained in a constant state of racial reckoning. The rallies of 2013 became protests in 2014, which became occupations in 2015. By 2020, the city of Minneapolis would burn in revolt over the murder of George Floyd, a man who cried out for his life for 9 minutes and 29 seconds while an officer kneeled on his neck.

Target, long a quiet force in the state, would once again find itself at the center of history. Its stores would be ransacked—not for the sake of looting, but as a symbol of the system that needed to be torn down and rebuilt.

Minnesota’s Choice

Over the last twelve years, Minnesotans have fought, mourned, marched, occupied, and resisted. And yet, the question remains:

Will the state finally listen?

Will Minnesota—and the powerful corporations intertwined with it—acknowledge that justice cannot be selectively applied?

Or will history repeat itself once again?

The people have spoken. They are still speaking.

And this time, Minnesota must answer.

Jamal Bryant and 110,000 Supporters Launch Boycott Against Target Over DEI Rollback

A major economic protest is underway as prominent megachurch pastor Jamal Bryant leads a 40-day boycott against retail giant Target. The boycott, which reportedly includes over 110,000 participants, is a response to the company’s decision to scale back its diversity, equity, and inclusion (DEI) initiatives. The protest is set to continue until April 17, with supporters pledging to refrain from shopping at Target while engaging in a fasting regimen.

A Growing Boycott Amid Economic Uncertainty

The boycott was announced as Target faces a challenging economic landscape. The company recently reported that it anticipates a "meaningful" drop in first-quarter profits due to "ongoing consumer uncertainty" and soft sales in February. Target’s Chief Financial Officer, Jim Lee, attributed the slump to "declining consumer confidence" and "uncharacteristically cold weather" that impacted apparel sales. However, Target remains hopeful that upcoming seasonal shopping, particularly for Easter, will offset some of the losses.

A Call to Action: Economic and Spiritual Warfare

Pastor Bryant, leader of New Birth Missionary Baptist Church in Stonecrest, Georgia, has framed the boycott as both an economic and spiritual battle.

"I want to pause and publicly thank you. We are up to 110,000 people in our Target fast," Bryant told his congregation on Wednesday. "I ask that you'll hold course. We are not going back to Target no time soon."

Participants in the protest are not only refraining from shopping at Target but also adhering to a fasting schedule. They are encouraged to consume only water or juice for 16 hours daily and eat a light, healthy meal between 12 noon and 8 p.m.

Bryant has also encouraged Black businesses to disengage from Target, resulting in approximately 100 Black vendors withdrawing their products from the retailer's shelves.

Target’s Shift Away from DEI Commitments

Bryant and other activists argue that Target’s recent corporate decisions represent a retreat from previous commitments to racial equality. Target had pledged to invest over $2 billion in Black-owned businesses by 2025. However, Bryant believes the company’s recent actions constitute a "spit in the face of Black people."

"McDonald's, we can drive right through there. Facebook, we could log right off. I'm telling you that Ford, we can switch it over for a Chevy. But Target, how dare you insult and spit in the face of Black people," Bryant said in a recent address.

The Georgia pastor also criticized Target’s decision as part of a broader corporate trend, arguing that companies such as Walmart are similarly scaling back DEI policies due to political pressure from the White House and shifting legal landscapes.

Boycott Demands and Next Steps

The boycott organizers have presented four key demands to Target:

1. Honor the $2 billion pledge to Black businesses through products, services, and Black media buys.

2. Deposit $250 million in any of the 23 Black-owned banks.

3. Fully restore the company’s commitment to DEI.

4. Establish retail business training centers at 10 historically Black colleges and universities (HBCUs).

Organizers have also signaled that they will assess the economic impact of the boycott and seek a meeting with Target’s board before determining further action. They have set their sights on Target’s annual shareholders’ meeting on June 12 in Minneapolis, Minnesota, as a critical moment to escalate their demands if necessary.

Corporate America’s Retreat from DEI

The shift in corporate DEI commitments is not limited to Target. Several major corporations have reassessed their policies following the 2023 U.S. Supreme Court ruling that deemed race-based college admissions at Harvard and the University of North Carolina unconstitutional. Many businesses, including Walmart, have faced similar pressures and have quietly reduced their DEI initiatives.

While economic downturns and seasonal shopping trends are impacting retail sales across the board, the Target boycott underscores a growing tension between corporate America and social justice movements. With a substantial number of participants and an organized push for accountability, Bryant’s campaign could have significant implications for how corporations approach diversity and racial equity in the years ahead.

As the boycott continues, its success or failure will likely be measured not just in Target’s sales figures but in whether the company and other retailers respond to the demands for renewed commitments to Black businesses and DEI policies. However, questions about this responsive move.