Boycott Organizers Credit Target CEO Exit to Pressure Campaign, Vow to Keep Up Fight

Organizers of a national boycott against Target say the company’s leadership shake-up is proof their tactics are working, though retail experts remain skeptical of the boycott’s true impact.

According to AP News, Target announced last week that longtime chief executive Brian Cornell will step down in February 2026, with Chief Operating Officer Michael Fiddelke set to succeed him. Organizers of the National Target Boycott, which began in January, said the move is a “step in the right direction” but pledged to continue pressuring the retailer until it restores diversity, equity and inclusion commitments.

“It’s been nearly 200 days, and since that boycott was announced, Target foot traffic in nearly 2,000 stores has declined sharply and continues to decline,” organizer Jaylani Hussein said during a news conference outside the company’s Minneapolis headquarters.

The boycott began after Target joined Amazon and Walmart in pulling back from DEI initiatives, reversing promises made after the 2020 racial justice protests. High-profile figures such as the Rev. Al Sharpton and the Rev. Jamal Bryant have also pressed the company to reconsider.

Retail analysts caution against tying Target’s struggles solely to the boycott. The company has faced years of slowing sales, inventory issues, and declining customer loyalty. “The consumer has a very short memory,” said Stacey Widlitz, president of SW Retail Advisors. “If you have compelling product at value prices, they’ll forgive you.”

Still, boycott leaders argue their efforts are part of a long tradition of racial justice campaigns, citing the Montgomery Bus Boycott and the NAACP’s 15-year boycott of South Carolina over the Confederate flag. With Black Americans’ buying power estimated at $2.1 trillion annually, they believe their movement has staying power.

Social media creators have credited the boycott for Cornell’s exit, though some note he is moving into the role of executive chair. Organizers insist nothing short of renewed DEI goals will end their campaign.

“We’re expecting that Target makes good on the promises it made,” said civil rights attorney Nekima Levy Armstrong. “Otherwise, there’s no point in discussing calling off this boycott.”