By Aria Brent
AFRO Staff Writer
abrent@afro.com
On a cold January day members of the National Action Network (NAN) joined the organization’s founder and president, Rev. Al Sharpton, as he implored the Black community to put their money to action. The place? A local Costco in East Harlem, N.Y.
The “buy-cott” was organized following the inauguration of America’s 47th president. On day one of his second term in office, Donald Trump signed a flurry of executive orders– including one designed to kill diversity, equity and inclusion (DEI) initiatives on the federal level.
Since Election Day, Nov. 5, 2024, leaders from major corporations across the nation have reversed course on the DEI measures proudly touted after the May 25, 2020 death of George Floyd Jr.
Walmart rolled back their DEI initiatives in November 2024, and Target followed suit in January 2025. Still other major companies, like Costco have held the line.
As a result, Sharpton called on the Black community to spend their dollars inside of stores that recognize the importance of keeping diversity, equity and inclusion at the forefront of their brand. On Jan. 25, he led a busload full of consumers to the Harlem Costco to financially support the business. Costco leaders, similar to those at JPMorgan Chase, have been praised for a strong commitment to the cause as other businesses choose to fold under pressure.
“As we celebrated the legacy of Dr. King while Donald Trump took the oath of office, I promised to not only boycott companies that abandon their DEI commitments but support those who upheld them,” Sharpton said in a statement. “Costco has stood by their DEI programs because they see them as both the right thing to do and a smart business strategy. NAN will live by its own promise to support the companies who support us.”
Many companies like Meta (Facebook) and McDonald’s began the downsizing or dissolution of their DEI programs before Trump officially took office on Jan. 20. News of the change to Target’s DEI plan broke on Jan. 23.
The Minnesota based retailer is well recognized for their wide selection of minority-owned brands and inclusive memorabilia for occasions like Black History Month and Pride Month, making their decision to alter their DEI program a surprise to many customers and vendors alike.
Since Target’s announcement regarding DEI, the Black community has been split down the middle. While some Black consumers believe a full boycott is the only response to companies nixing their DEI plans, others say that could hurt Black entrepreneurs who have products on the shelves in big box stores like Target.
Social media personality and entrepreneur Tabitha Brown has a series of products available to the public via partnerships with both Target and Wal-mart. She took to social media to address the grievances that many consumers were feeling following Target’s announcement. She also addressed how a boycott of the retailer could impact minority business owners.
“I know many of you are asking about the recent DEI announcements at Target and as disheartening as it is for me, I’m not the only one affected by this. It’s [disheartening] for everyone who is a woman-owned business, minority-owned businesses, Black-owned businesses,” she stated in a video, shared via Instagram on Jan. 25. “It’s for so many of us who work so very hard to be placed into retail–to finally be seen and approved for retail. Contrary to whatever the world might tell you– it has been very hard for Black owned businesses to hit shelves–which is why it’s such a big deal when we do.”
Brown noted that she empathizes with customers’ decisions to boycott certain businesses. However she also explained how many minority-owned businesses would be negatively affected by the decision to no longer shop at the large retailers she and so many other Black entrepreneurs work with.
“If we all decide to boycott and [say] ‘no, we are not spending any money at these organizations,’ listen– I get it – and if that’s how you feel, I 1,000 percent get it…but so many of us will be affected. Everyone does not have the funds or the means or the space to house their own products,” she said. “The thing that concerns me the most is if we all decide to stop supporting said businesses and say ‘I can’t buy nothing from there…’ they can then remove those products from the shelves and then put their preferred businesses on the shelves.”
While many have agreed with Brown, her video has also received a significant amount of backlash, with some Black consumers labeling her message and request to patronize the Black businesses of Target as “inappropriate,” given talks of a full boycott.
“I’m not gonna lie, this is a little disingenuous,” said Michael Mcmanus, in response to Brown’s video on Instagram. “The number of Black business owners in these stores is far fewer than the number of black people being impacted by the decisions made by these companies.”
Meanwhile, fellow Black business owners and fans of Brown came to her defense.
“[I] definitely understand and can relate as someone who has had products in [Target]. My t-shirts sold out within days and unfortunately I wasn’t brought back on board,” said Ashley Price. “Fortunately I am able to pivot and continue to sell online from my own store, but of course having retail recognition is always a win.”
Despite a shifting social and economic landscape, the companies continuing their DEI work are a shining example of how to push forward in the fight for equity.
Several customers shared how much they appreciate Costco’s intentionality when it comes to continuing their DEI initiatives.
“As a consumer, I deeply value Costco’s commitment to DEI. I feel safe and secure knowing that the organization prioritizes creating an environment that aligns with my values and caters to my needs,” said Cameron McQueen of Orlando, Fla. “Sharing the same principles with Costco assures me that I’m being heard and respected as a customer. The actions of the organization shows me that they prioritize not just what’s best for them, but what’s best for me and other consumers. This strengthens a relationship that feels more personal than transactional, which is why I will continue to support and return to Costco.”
Other Costco members shared similar sentiments, noting the DEI decision by the company has caused a rush back to their stores.
“Costco has continued to put effort and support towards Black and Brown communities, as well as other groups that need a space to feel comfortable while they get their daily necessities. They have shown time and time again that they will stand against policies that are implemented by the government that wants to tear down said communities,” Sydnee Smith of Columbus, Ohio told the AFRO. “They’ve demonstrated that they are for the people and that they will continue to be for the people despite the actions of this current presidential cabinet and for that reason alone I will remain a Costco member.”
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