Target’s DEI Rollback: What It Means for Black Retailers, Shoppers, and Creators

Target’s decision to scale back its diversity, equity, and inclusion (DEI) commitments marks a significant shift, ending its three-year goals and reducing programs that supported Black- and minority-owned businesses. For Black retailers, shoppers, and creators, this rollback could mean fewer opportunities, less representation, and a step backward in progress.

The Fallout for Black-Owned Brands

Brands like Tabitha Brown’s collection, The Lip Bar, and Mielle Organics thrived through Target’s DEI efforts, gaining visibility and growth. Without these programs, it becomes harder for emerging Black-owned brands to reach new audiences and succeed in a competitive market.

Fewer Options for Shoppers

Black shoppers relied on Target for products that reflected their needs and experiences, from beauty to home goods. Scaling back DEI initiatives risks reducing those offerings, leaving fewer spaces where representation feels intentional.

Creators Losing Platforms

Target’s collaborations with Black creators and influencers amplified voices and fostered connections. With fewer opportunities, creators may struggle to maintain visibility and share authentic stories. Meta is already restricting a lot of the “black owned” content, claiming new community standards, and that the content goes against local law. It isn’t just Target, here’s a list of companies in compliance with the racially driven restrictions:

Moving Forward

This rollback reminds us that progress isn’t guaranteed. Black-owned businesses, creators, and consumers must unite to support one another and demand accountability. Popular social media user Marissa Kearney, who has built the Targetwhileblack page to over 187k followers, says this about the news: “To continue to support me, follow @retailwhileblack. My focus will be on that and this page will stay the same way it has been for over a year. As a place to serve and support black-owned brands.” She will keep the OG page alive, but it seems she will not be updating it. Which is great because a lot of the brands she’s highlighted, deserve to still be seen and supported. Many black business owners do have their own websites and we can directly support their brands without the big retailers.

Brands like Costco have rejected the idea of abolishing their DEI policy while other companies tuck their tails. It appears this policy is a choice, and therefore the large retailers that capatalize off of us, are throwing a harder blow. But not all hope is lost, we are seeing firsthand why supporting small businesses and building community, is the best way to thrive. The power of the Black dollar remains undeniable, and together, we can build platforms and spaces that prioritize representation and inclusion. Progress starts with us. With Black History Month around the corner, this is the perfect time for us to put our money where our mouths are.