CHICAGO, IL — June 12, 2025 — Civil rights leaders, community activists, and local residents gathered in Chicago’s Loop on Wednesday to protest Target Corporation’s recent decision to scale back its diversity, equity, and inclusion (DEI) initiatives. The demonstration was led by the Rainbow PUSH Coalition and included representatives from various faith-based and social justice organizations.
Held in front of the Target store at 1 S. State Street, the rally was part of a broader national movement calling on consumers to hold major corporations accountable for backing away from DEI commitments made in the wake of the 2020 racial justice protests.
Why Target?
Reverend Dr. Jamal Bryant, who has been at the forefront of the national boycott against Target, highlighted the company’s significance as both a major employer and recipient of Black consumer spending.
“African Americans spend nearly $12 million a day. They are one of the country’s largest employers of African Americans. We have given them unwavering loyalty, but they haven’t done the same in return. We decided to redirect our dollars,” Bryant said during the rally (ABC7 Chicago).
Organizers pointed out that Target is among more than two dozen corporations that have scaled back DEI programming since 2021, but they chose to focus on Target due to its prominent role in the Black consumer market and its visibility as a national retail chain.
Target’s Response
In response to the protest, Target released a written statement reaffirming its commitment to inclusivity and investment in Black communities. According to the company:
“Target is absolutely dedicated to fostering inclusivity for everyone… We are proud of the progress we’ve made since 2020. Target is committed to invest $2 billion in Black-owned businesses by the end of 2025, has supported students at more than 20 Historically Black Colleges and Universities (HBCUs), and invested $100 million in Black-led community organizations” (ABC7 Chicago).
A Larger National Conversation
This rally reflects a growing trend of public backlash against corporations perceived to be retreating from earlier commitments to equity and inclusion. Since 2021, several Fortune 500 companies have faced criticism for reducing or eliminating DEI roles and programs, citing legal pressures or shifting political climates.
The protest in Chicago underscores the tension between corporate public relations and sustained, measurable action. While many companies made highly visible pledges following the murder of George Floyd, activists argue that the rollback of DEI investments reveals a deeper issue of performative allyship.
What Comes Next?
Organizers of the Chicago rally are calling for a nationwide redirection of consumer spending away from corporations that scale back DEI initiatives. They also hope to prompt more transparency and measurable outcomes from companies regarding their commitments to racial equity.
Whether this boycott will impact Target’s policies remains to be seen. However, the protest signals a continued effort among civil rights groups to ensure that promises made during times of national reckoning are not quietly abandoned once public pressure fades.
