A 40-day Target boycott starts today. It couldn’t come at a worse time for the company

New York CNN Target is facing a 40-day consumer boycott starting Wednesday over the company’s shift away from diversity, equity and inclusion (DEI) policies.

“We’re asking people to divest from Target because they have turned their back on our community,” Rev. Jamal Bryant, a prominent Atlanta-area megachurch pastor who started the boycott, said in an interview with CNN.

The boycott, which begins during the start of Lent, comes more than a month after Target made changes to its DEI programs and at a difficult period for the company as it faces an onslaught of tariffs in the middle of a challenging economy.

On January 24, days into Donald Trump’s presidency, Target announced it was eliminating hiring goals for minority employees, ending an executive committee focused on racial justice and making other changes to its diversity initiatives. Target said it had a new strategy called “Belonging at the Bullseye,” which it first introduced last year, and the company remained committed to “creating a sense of belonging for our team, guests and communities.” Target also stressed the need for “staying in step with the evolving external landscape.”