By Shamecca Brown, Columnist, Granite State News Collaborative

My daughter and I love Target, maybe more than most. As Black women in New Hampshire, Target is one of the few stores in New Hampshire where we can actually find products that cater to us.

But this month, we’re finding ourselves caught between the convenience of our favorite shop, and the values that are most important to us. March 5 marks the start of a 40-day boycott of Target in response to its rollback of its diversity, equity and inclusion (DEI) programs. The boycott is spearheaded by Dr. Jamal Bryant, a prominent civil rights leader and head of New Birth Missionary Baptist Church in Stonecrest, Georgia, who called for a boycott during Lent to protest the company’s rollback of DEI initiatives.

As a Black woman, and mother, I can’t help but ask why is this happening? And what does it really mean for us? I’ll be real, Target has always been one of the few places where I felt good shopping at as a Black woman living in New Hampshire. I could never find products for people of color and brands that I’m familiar with, like Dax Coconut hair grease or gel for my edges. Before a Target opened near me, I had to go back and forth to New York or have my family bring these products when they would visit. Target understood what melanin means and that’s a plus. It has been my go-to when other stores just don’t carry what my family needs.

Target is a place where my family feels seen. At least, we did. During Black History Month, it was heartwarming to walk through the aisles and see t-shirts with empowering messages, children’s clothes with little Black and brown faces, and books that uplift our stories. Representation matters right? When our kids see themselves in products, it tells them, “You belong.” So, when Target decided to backtrack on its DEI commitments, I had to stop and think, what is this world coming to?

Now, back in April of 2021, Target made a public “ commitment “ to invest $2 billion into Black-owned businesses, expanding opportunities for underrepresented entrepreneurs. This initiative aimed to add products from over 500 Black-owned businesses across its assortment and engage more Black owned companies to enhance its retail operations and shopping experience.

It was a step in the right direction, recognizing the power of Black consumers and the importance of equity. But now, following political pressure and the rollback of DEI programs nationwide, Target is reversing course. They’re cutting funding to Black-owned brands, stepping away from partnerships with Black designers, and essentially walking backwards. This is about more than dollars: it’s about visibility, respect and a corporate acknowledgment that we exist and matter.

For Black communities, this feels like a slap in the face. Our economic power is undeniable. We spend billions annually, and we shop at Target just as much as anyone else. When a company takes our money but then decides our representation isn’t worth maintaining, it’s hard not to feel betrayed.

And for allies, I think everyone should support the boycott. Allies stood with us when corporations were posting black squares and making promises in 2020. I’m just hoping nothing has changed and we can stick together. Let me say this: if companies are allowed to erase progress just because the political climate shifts, what does that say about the future of inclusivity in this country?

Raising children who are learning to navigate multiple identities is already challenging in a society that often tries to put people into boxes. When companies stop celebrating diversity, when spaces start feeling less welcoming, those children notice. If my daughter sees fewer Black and brown faces in the books and clothes at Target, what message does that send? That her existence is only valued when it’s profitable?

I can’t lie, it's tough. I love Target. It’s convenient, it’s familiar, and in a state like New Hampshire, where access to diverse products can be limited, it feels necessary. But then I ask myself, what are we willing to accept? How many times will corporations profit off Black culture and communities, only to abandon us when it’s no longer good business.

Boycotts have been a powerful tool in Black history. I remember learning in school about the Montgomery Bus Boycott from 1955-1956. After Rosa Parks’ arrest, Black residents in Montgomery refused to ride city buses for over a year. That made a huge impact. The economic pressure forced the city to desegregate public transportation, proving the power of collective action. During the South African Apartheid Boycott in the 1980s and 1990s, people worldwide boycotted businesses supporting South Africa’s racist apartheid system. The financial strain helped push the country toward democracy. It showed how economic pressure can drive a major change.

History gives me hope. We might have a chance. Both boycotts worked because they weren’t just symbolic, they hit where it hurts: the economy.

I’m just wondering in the world we live in today at this moment if the boycott is even a good idea. I wonder if Target counts on the fact that people in New Hampshire and across the country don’t feel like we have options.

If we boycott, that means supporting Black-owned businesses where we can, holding corporations accountable, and using our voices to demand better. If we choose not to boycott, then we should at least be asking questions, like why does a company that was so vocal about DEI suddenly feel the need to pull back? And who benefits from that decision?

I can’t be silent. I don’t have a lot of answers but I can stay informed and speak out. My answer on boycotting if you all are wondering: It’s a YES, because if I don’t stand up, companies will keep treating diversity like a trend instead of a commitment.

Shamecca Brown, is a New Hampshire-based columnist who is family-oriented and passionate about serving underserved communities.

These articles are being shared by partners in the Granite State News Collaborative. For more information, visit collaborativenh.org.