“Our Business Will Be Hurt,” Tabitha Brown said, urging fans not to boycott Target over DEI cuts since sales will decline

Target has formally responded to Tabitha Brown’s decision to embrace the wave of diversity, equality, and inclusion (DEI) policies. She asked supporters to think twice about a significant Target boycott after posting a mysterious video in which she didn’t speak and instead let her face speak for itself.

Due to Chief Trump’s encouragement of discriminatory actions, Target is joining other companies in DEI rollbacks, as previously reported.

Many consumers started to worry about Black-owned companies that were only available at the big-box stores, such as Tabitha Brown’s haircare and housewares brand. Up until today, Brown has kept a low profile on the news. She addressed the topic in a ten-minute video that she uploaded to Instagram on Saturday, urging followers to keep buying Black products from Target.

She acknowledged the startling announcement of Target’s choice at the start of the video.

“You know it’s been a difficult week? “Baby, 2025 has been difficult, and January hasn’t even arrived yet,” Brown remarked. Even while I find it discouraging, I am not the only one impacted by this.

She continued by outlining the challenges minority- and Black-owned businesses face in gaining retail acceptance. Brown added that her goods are available for purchase on a number of websites, such as Amazon and Walmart. She did, however, acknowledge people’s right to boycott these businesses while advising against doing so.

“Listen, if we all choose to boycott and say, ‘No, we’re not spending any money at these groups,’ I understand. And I understand, honey, if that’s how you feel,” she continued. But a great number of us will be impacted. Sales will decline, and our company will suffer.

Regarding why she is unable to simply remove her items off Target, she explains that it is a difficult procedure. She notes that it is costly to store unsold inventory and to look for another location to sell the goods. Additionally, Auntie Tabitha thinks that a boycott would enable merchants to claim that minority- and Black-owned businesses are underperforming. They could thus be able to defend taking certain items off the market.

She continued, “You understand?” “Don’t let stupidity separate us and weed us out.” “Even though I and all of you are frustrated, we still need to be smart.”

Brown proposed buying only “brands you want to support” and disregarding other brands as an alternative to boycotting.

She went on, “I’m not telling you what to do; I’m telling you what we still need as business owners until we can get to another place.”

Additionally, she exhorted customers to “play the game” and prevent businesses that target DEI from “winning” by using an excuse to keep Black-owned goods out of stores.

“Unfortunately, we have to play the game,” Brown stated. And we have to be more intelligent when we play that game. those who believe they have the upper hand. Allowing folly to separate and weed us out is not acceptable. Are you getting the idea? Because in situations like these, kids are telling us that sometimes that is what they want.

She went on to say that she understood a boycott, but she also urged the audience to think about how it might impact smaller companies.

“I appreciate your support over the past five years of working with Target,” she stated. “Thank you for being there for me and for helping me when you did. She said, “And I’ll understand if you decide not to anymore.

And I still want to thank you and express my gratitude, but if you have heard whatever I said today and you still decide to come to see me, I want to thank you for coming to see others as well. We’re in it together.

Brown stated at the end of her video that she still has a one-year deal with Target and may evaluate the collaboration at that point.

Target Executive Describes DEI Rollbacks as a Component of Target’s “Next Chapter”
As the business strives to build “inclusive work and guest environments that welcome all,” Target’s DEI reversal decision is only one aspect of its “next chapter,” according to Kiera Fernandez, Chief Community Impact and Equity Officer.

“This next chapter in our strategy has been shaped by many years of data, insights, listening, and learning,” Fernandez said in a message to staff members. “And as a retailer that serves millions of customers daily, we recognize how important it is to keep up with the external landscape, both now and in the future.”
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