What the Target Boycott Says About the Power of Consumers

Retailers are now facing a lot of headwinds, including tariffs and a drop in consumer confidence. But for Target, once affectionately known by customers as Tar-jay, a consumer boycott in response to the company’s decision to drop some DEI initiatives has been an added drag. In its most recent earnings call, the retailer reported a 3.8% drop in sales and lowered its earnings targets for the year. Consumers have long channeled their buying power to express political beliefs, whether it’s selling their Teslas, avoiding a certain retailer, or goods from a particular country. We look at the power of the consumer boycott, and why this one seems to be working.