Owners of brands that were championed by Target before it rolled back DEI efforts say a boycott would harm their brands, and encouraged customers to support them.

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 groups have announced a boycott of Target stores across the U.S. beginning on February 1, after the retail giant said it would end diversity, equity and inclusion, or DEI, initiatives aimed at promoting and hiring more women and people from protected minority groups.

That's the message from Black founders and influencers to consumers about a backlash against the retailer's decision to end its diversity, equity and inclusion efforts. With the U.S. political climate trending right,

Left-wing activists are calling for a boycott on Target stores after the retailer slashed its diversity, equity and inclusion policies – but black-owned brands are pushing back, warning the move could damage their businesses.

Some Black entrepreneurs say that would just hurt them. Target Corp.’s announcement Friday that it would roll back some of its diversity initiatives has sparked a call to boycott the Minneapolis-based retailer — and some Black-owned brands are pushing back.