Media Contact
Adam Allington
The Rev. Jamal Bryant, a Georgia mega-church pastor is calling for consumers to expand his suggested 40-day Target fast into a “full Target boycott” over the company’s decision to end its diversity, equity and inclusion (DEI) efforts.
James T. Carter
Assistant Professor Organizational Behavior
James Carter is an assistant professor of organizational behavior and examines diversity and discrimination in organizations. He says that many consumers, and people of color in particular, feel betrayed by corporate flip-flopping on social issues.
Carter says:
“The issue for Target—and similarly with Bud Light—is that their brands have such strong reputations for being (in the case of Target), socially progressive and interested in advancing equity or (in the case of Bud Light) more closely aligned with conservative imagery and values that these flip-flops are stark and jarring to their primary consumers.
“In the case of Target, I think Black consumers in particular are absolutely fed up with having their products or positions elevated when it is convenient to do so. Target’s actions have made it clear that they are willing to abandon all of that to avoid being in the government’s crosshairs.”
