Civil rights activists have gathered outside Target's Minneapolis headquarters to call for a boycott of the retailing giant over its decision to phase out its diversity, equity and inclusion initiatives.

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.

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.

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.

Civil rights activists gathered outside the Minneapolis headquarters of Target Corp. on Thursday to call for a boycott of the retailing giant over its decision to roll back its diversity, equity and inclusion initiatives.

Target announced last week that it would end its diversity, equity and inclusion initiatives and investments. Protesters called for a national boycott of Target during a rally Thursday in front of the offices of the Minneapolis-based retailer.

A trio of Minnesotans who previously led reform efforts in the Twin Cities after George Floyd’s murder are now rallying shoppers upset with Target’s rollback of diversity, equity and inclusion efforts.

Community leaders in the Twin Cities are calling for a nationwide boycott of Target following its decision to end most of its diversity initiatives. The group held a press conference outside of Target's corporate headquarters in downtown Minneapolis on Jan.