Target’s recent decision to roll back its diversity, equity, and inclusion (DEI) efforts has left many Black-owned businesses uncertain about their future with the retailer. The announcement came as a surprise to suppliers like Pernell Cezar, founder of BLK & Bold coffee company, who had benefited from Target’s programs aimed at supporting Black-owned businesses. Cezar’s company was operating out of the back of a brewery with just three employees when he got the opportunity to present his products to a Target buyer at a Black History Month expo.
By January 2020, his Rise & GRND roast was on Target shelves, marking a significant milestone for his business. Following the nationwide protests for racial justice in the wake of George Floyd’s killing in Minneapolis, major retailers like Target, Amazon, and Sephora launched programs to help small businesses, particularly those owned by Black, Indigenous, and other founders of color. Cezar even assisted Target in developing a curriculum to educate emerging brands on how to get into major retailers.
Target rollback’s impact on partnerships
However, Target’s recent announcement has left Cezar and other Black business owners in a state of uncertainty. The retailer did not communicate the changes or their potential impact on current supplier relationships before the announcement, leaving many wondering what the future holds for their partnerships with Target.
The decision has also drawn criticism from activists and community leaders. Dr. Jamal Bryant, pastor of New Birth Baptist Church, is calling for a 40-day “fast” from Target during the Lenten season, urging Black Americans to abstain from shopping at the retailer. Bryant criticized the company’s decision, emphasizing the significant economic impact Black consumers have at Target.
In response to the backlash, Kiera Fernandez, Target’s chief community impact and equity officer, described the DEI changes as a “next chapter” in the company’s strategy, highlighting the importance of adapting to the evolving external landscape. However, for many Black-owned businesses that have benefited from Target’s DEI initiatives, the future remains uncertain as they navigate the changing corporate landscape and the potential impact on their partnerships with major retailers.
