Civil rights activists have gathered outside Target's Minneapolis headquarters to call for a boycott of the retailing giant over its decision to phase out its diversity, equity and inclusion initiatives.

Consumers who want to boycott Target should instead spend their dollars on products from Black-owned businesses at the retailer, said April Showers, founder and chief executive of toy, apparel and home goods brand Afro Unicorn, which has been sold at Target since 2022.

More than 70 people came out to Nicollet Mall in downtown Minneapolis to protest Target’s move in the wake of the Trump administration’s efforts to end diversity, equity and inclusion programs.