Target faces 40-day boycott at the least opportune time

US retail giant Target has been facing a 40-day consumer boycott since Wednesday over its retreat from its Diversity, Equity and Inclusion (DEI) policy. The campaign is being led by Reverend Jamal Bryant, pastor of an Atlanta megachurch, who accused Target of "turning its back on the community". The boycott comes at the least opportune time - the company is already struggling with economic problems, rising tariffs and a decline in consumer spending.

For Target $TGT, the current situation is particularly challenging. The boycott begins at the start of the Lenten season and hits the company at a time when its sales are down and customers are more cautious in their spending due to economic uncertainty.

The changes in DEI policy occurred on January 24, when Target announced the elimination of quotas for minority hiring, the dissolution of its executive committee on racial equity, and other adjustments to its diversity strategy. Instead, it unveiled a new initiative, "Belonging at the…