When the National Newspaper Association announced a boycott of national retailer Target after the company ended its DEI programs in January, some people wondered if it would work — and if finding another place to shop was worth the effort for African Americans. Forbes, the business magazine founded in 1917, didn’t place much stock in the idea. 

“The general consensus is that boycotts are a symbolic gesture that ultimately have little economic impact on the targeted company,” a senior contributor wrote in March. 

A lot has happened since then to the “targeted” company in question. Target hit a rough patch in early 2025, as first-quarter net sales slipped nearly 3% to $23.8 billion, falling short of Wall Street forecasts. The slowdown showed up most in its brick-and-mortar stores, where changing shopping habits and an uneasy economy took a toll. Target’s reputation also took a sharp hit, dropping from a score of 73.8 in December to 66.3 a month later. 

Last week, Target CEO Brian Cornell announced he’s stepping down, effective Feb. 1, 2026. I guess he wanted out before Black folks started celebrating themselves for 28 days — or maybe he just wanted to give us another reason to. 

The Rev. Jamal Bryant, one of the leaders of the Target “fast,” seemed ready to get the party started early. 

“This was the most significant boycott of Black people since the Montgomery Bus Boycott 70 years ago,” Bryant told CNN on Aug. 20. “The stock market stumbled from $145 a share to $93 a share. Foot traffic was down by 7.9 percent. So I would say it a Herculean part in what happened with the downfall.” 

We commend the reverend, the NNPA and all the former Target shoppers who found other places to buy their linen, sweatpants and frozen pizza for a few months. The effort was Herculean, and we hope they all have the strength to continue, because ol’ Tar-jay still may be missing the point. 

Although Cornell announced he’s leaving as CEO, he’s still in the building. He will become executive chair of the board after his resignation. His replacement, Michael Fiddelke, is currently the chief operating officer and a 20-year veteran at Target. 

“It is clear that Michael is the right leader to return Target to growth, refocus and accelerate the company’s strategy, and reestablish Target’s position as a leader in the highly dynamic and fast-moving retail environment,” Christine Leahy, lead independent director of Target’s board, said. 

Let’s not think it’s a whole new deal at Target when they’ve just shuffled the deck. If they wanted to send a message that there had been a change in thought, perspective or approach, they could have brought in a new voice that represented that. Like maybe a Pan-African activist who has some time on his hands since that school isn’t opening anytime soon. OK, maybe not him. But if they wanted to let us know they’ve changed, this was an opportunity to show proof. Instead, they are playing in our face. 

It’s a testament to the boycott’s effectiveness that the billion-dollar company is eager to show concern over how its decision has affected consumers. This is a sign the company is feeling the pressure — not a signal to end the fight. A few months of a boycott made a difference, imagine what a prolonged effort could do.