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.

Discount store chain Target says it's joining rival Walmart and a number of other prominent American brands in scaling back corporate diversity, equity and inclusion initiatives.

The retailer's decision met with notable criticism, with some noting the company's reputation for inclusiveness has helped it attract a younger, more diverse consumer base.

Several Black founders and brand owners are speaking out amid calls for a boycott of major retailers rolling back DEI.

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.

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.

A protest was staged outside of Target headquarters in downtown Minneapolis after the company announced it’s ending its diversity initiatives last week.

Target continues to take some heat following its decision to rollback on diversity, equity and inclusion initiatives.