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Are Target Boycotts Starting To Take Their Toll?
Target reported 4Q24 sales declined 3% and warned that February sales were "soft." In February the first of several calls to boycott Target began after dialing back DEI.

Target just reported fourth quarter net sales declined 3% and warned that February topline performance was “soft,” after civil rights leaders called for a Target boycott in Black History Month for changing its position on DEI, followed by a sharp drop in traffic to Target stores and website during the Feb. 28 Economic Blackout.
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Experts generally agree grassroots consumer boycotts do not have a significant effect on a company’s results. However, this time Target may be particularly at risk. Boycott calls are coming from many different groups, including faith and civil rights leaders, and the People’s Union, which is spreading its protests widely across many big businesses. Professor Brayden King at Northwestern University’s Kellogg School of Management shared with USA Today that more than affecting consumer purchase behavior, boycotts put a “negative spotlight” on the company that can have “reputational consequences.” Consumer trust is a critical factor in where they choose to shop and a retailer’s reputation measures that.