The Boycott Era Needs Tweaking

Last month, prominent members of the Black clergy called for a 40-day boycott of Target
stores, from March 5-April 17, Lent Season. The popular retail store is one of several that
complied with Trump’s rollback of diversity, equity and inclusion (DEI) in hiring practices. The
rollback of DEI policies, coupled with mass firings of federal government workers has put many
Americans of modest means in rough situations.

Trump’s policies have taken away access to economic parity through livable wages and
business opportunities. Constant oppression by corporations that mistreat workers, and
get away with not paying their fair share of taxes, yet enjoy all the perks of a free economy,
has reached a boiling point. Folks are fighting mad and boycotts are one of the best tools
in the arsenal.
Early reports suggest, however, that boycotting as a way to change the way America is
heading, needs some rethinking. So far, it appears that Black entrepreneurs with products in
Target are the biggest losers of the boycott. According to research, Black consumers comprise
less than 10% of total Target shoppers. Black vendors are losing shelf space because no one
is shopping online or in the stores. It appears that Black shoppers are throwing out the “baby
with the bathwater”—which was not the original intent.
If no one is buying Black-owned merchandise (a consequence of not buying anything at all),
then Black entrepreneurs will suffer the most. Retail sales are driven by demand. If the
demand dries up, Target has no choice but to push out black vendors and give valuable shelf
space to someone else. Without the support of a strong independent distribution network to
keep their products in front of consumers, Black manufacturers won’t have the necessary
supply chain to keep their businesses solvent.
The 40-day Target Boycott was preceded by a 24-hour Economic Blackout on February 28,
spearheaded by Thepeoplesunion.com. Founder John Swartz has published a series of
dates in March and April for boycotting on the website https://thepeoplesunion.com. His
boycotts, however, are targeted more to general progressive issues than race or gender.
The People’s Union asks consumers to refrain from spending any money during boycott days,
encourages people to take a day off work if possible. Basically, contribute nothing to the
economy. Unlike the Target Boycott, People’s Union efforts are intended to raise awareness of
such issues as corporate greed, environmental safety, child labor, worker exploitation, price
gouging, and the “corrupt, poisonous food industry.” Boycotts typically last from a day to a
week. The union has set up a GoFundMe account to help keep pressure on billionaire
corporations who mistreat consumers and workers.
You may ask if a 24-hour boycott could make any difference. The answer is yes, if the
objective is clear. According to data gathered from People’s Union economic blackout,
major retailers saw a 4-6% drop in sales. Amazon, who rakes in about a billion dollars a
day, is a much tougher nut to crack. Costco, who defied orders to end DEI saw an 8%
jump.

One of the most successful boycotts in American history was the Montgomery Bus Boycott in
1956, which lasted for about a year. It succeeded because it was well-organized and the ask
was clear—end the racist law of making Black people sit in the back of the bus. The
benefactors were specific—the general black population in Montgomery, Alabama who relied
on public transportation. Losing Black passengers almost put the Montgomery bus company
out of business, which caused segregation laws to be overturned in other states.
DEI isn’t as cut and dry because workplace diversity includes racial, gender and military
consideration. It extends to women, non-white, non-straight and military veterans. White
women are the biggest benefactors of DEI and have protested the least. But Trump has made
DEI to appear synonymous with Black people—a dog whistle to his base–so many people who
aren’t Black think it doesn’t apply to them.
If Black consumers are to win the fight against corporations that disrespect them and show
little regard for their economic well being, a few things need to happen:

1. The ask needs to be clear. Are we boycotting to punish corporations? Are we trying
   to get Target to cancel rollback of DEI? What is the goal?
2. Black consumers need to spend their money in ways that won’t hurt other small,
   local, and/or Black-owned companies. Be intentional about where you shop. Buy
   directly from websites or only purchase certain brands inside retail stores.
3. Black vendors need to be more proactive in creating independent supply chains, so
   they don’t have to depend solely on corporate retailers to carry their brands.
4. Effective campaigns need to be launched to educate consumers on corporations
   and brands that align with their beliefs.
   Boycotts can and do work, but there needs to be better clarity, planning and focus to make
   sure hard-earned dollars end up in the hands of companies who demonstrate they respect
   your dollars by giving back to your bottom line through job and business opportunities.
   In case you need more information on who to consider boycotting economically, here are
   30 corporations that have rolled back their DEI programs. While you’re at it, take a look at
   their policies toward the environment, safety regulations and other issues that are important
   to you:
    Amazon
    AT&T
    Bank of America
    BlackRock
    Boeing
    Citigroup
    Chipotle
    Deloitte
    Disney
    Ford
    General Motors

 Goldman Sachs
 Google
 John Deere
 Harley-Davidson 
 Lowe’s
 McDonald’s
 Meta
 Paramount
 PBS
 Pepsi
 Starbucks
 State Street
 The Smithsonian Institution
 Target
 Tractor Supply
 Uber
 Victoria’s Secret
 Walmart
 Warner Bros. Discovery