“The Boycott Continues”: Minneapolis Founders Set Record Straight on Target Protest

Jaylani Hussein, Monique Cullars-Doty and Nekima Levy Armstrong who launched the national boycott of Target Corporation gathered outside the retailer’s downtown headquarters on Wednesday afternoon to send a clear message: the boycott is still on.

Standing in front of Target’s Minneapolis offices, the three founders of the National Target boycott—Nekima Levy Armstrong, Monique Cullars-Doty, and Jaylani Hussein—said recent reports claiming the protest had ended are inaccurate and misrepresent the grassroots movement that began in Minnesota last year.

“The Target boycott continues,” Jaylani told reporters. “It began right here in Minneapolis, and it will continue until Target restores its commitments to diversity, equity and inclusion and addresses the concerns that communities raised.”

The leaders held the press conference hours after a headline in the Star Tribune reported that a “national Target boycott” had ended. Organizers said the article wrongly credited an Atlanta pastor with launching the campaign.

This is a screenshot of the original Star Tribune headline and photo.

“The Star Tribune used a picture of my child to try to legitimize a false story,” said Nekima.  “Neither of the three of us, the actual founders of the Target boycott were quoted in that article. We were listed in passing as local organizers when in fact we are the ones who called for a national boycott of Target corporations that began on February 1st of 2025.”

A boycott born in Minneapolis

The boycott began in early 2025 after Target rolled back its diversity, equity and inclusion initiatives during the early months of the administration of Donald Trump. Organizers said the decision felt like a betrayal from a company headquartered in Minnesota that had long marketed itself as a supporter of social justice and community investment.

Nekima, a civil rights attorney and founder of the Racial Justice Network, said the boycott was always intended to be indefinite.

“We announced from day one that this boycott would continue until Target reversed its decision to roll back diversity, equity and inclusion. That has not happened.”

The boycott has grown into a national movement, with consumers choosing to shop elsewhere as a way to pressure the company to restore its DEI commitments and adopt more equitable contracting and employment practices.

The Minneapolis organizers also addressed claims by Atlanta pastor Jamal Bryant that he helped lead or resolve the boycott. He had previously organized a 40-day “fast” urging people not to shop at Target. But the Minnesota leaders said that effort began weeks after the boycott was launched and ended after 40 days.

“They don't speak for us. They didn't stand in the gaps for us when George Floyd was killed or when Operation Metro Surge happened,” said Nekima. “We stood for us and with the community. We speak for us and we will never sell out our community for crumbs or seat at Target's corrupt table.”

Monique said attempts to claim credit for the boycott risk confusing supporters and weakening a campaign driven by local grassroots leadership.

“This movement belongs to the people,” she said. “It was built by community organizers and everyday consumers who chose to hold a powerful corporation accountable.”

Economic Pressure is Working

The boycott leaders highlighted that the campaign has already had an impact on Target, pointing to declining store traffic, layoffs and leadership changes at the company.

They also pointed to heightened scrutiny after federal immigration operations in Minnesota—when immigration agents detained workers during enforcement actions near Target locations—sparked protests and added new momentum to the boycott.

“What we are witnessing is the power of organized communities. Target underestimated the resolve of people who believe corporations must stand for something more than profit. This latest attempt to end the boycott is a sign that the boycott is shaping up to be the most successful boycott in recent history,” Jaylani said.

The Boycott Continues

Despite the attention surrounding reports that the boycott had ended, the founders said none of their core demands have been met. Those demands include restoring DEI programs, improving accountability to communities of color, and strengthening protections for workers and customers.

“We are asking people to stay the course,” Nekima said. “This boycott started here in Minneapolis, and the community that launched it will decide when it ends—not anyone else.”

Monique echoed that message.

“Target should not mistake confusion for victory,” she said. “Until the company changes course, the national Target boycott continues.”