Owners of brands who were once championed by Target before the big-box retailer rolled back DEI efforts say a boycott would do more harm than supporting their brands would.

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.