Rebecca Renard-Wilson has shifted her shopping habits away from Target and Amazon, opting instead for farmer's markets and local stores. She feels more connected to her community and values supporting businesses that align with her ideals. This change reflects a broader trend among African Americans boycotting large retailers that have rolled back Diversity, Equity, and Inclusion (DEI) programs. A significant movement, initiated by a call for a boycott against Target, has gained traction online, leading to a reported $500 million loss in sales for the company due to diminished customer traffic.
"I have options of where I put my money," Renard-Wilson, 49, said. "Yes, Target's convenient. Yes, Amazon Fresh is on my drive to my kids' school. The options that I have discovered have opened up new relationships."
"To me, that's a win-win. Renard-Wilson is among a growing group of African Americans who are ditching corporate big-box retail stores who rolled back their DEI programs and instead are shopping at small, minority- and women-owned businesses they believe value their dollars more."
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