Target Dropped DEI? Cool, We’re Dropping Target.
Watching Target roll back DEI initiatives isn’t just disappointing—it’s infuriating. Unlike other retailers that never prioritized diversity, Target made DEI a core part of its brand, giving consumers a reason to believe they actually cared. They brought in incredible small businesses, many of them owned by women and people of color, and gave them a platform they might not have had otherwise. And now? They’re pulling back, proving that for them, inclusion was just a trend, not a true commitment.
Let’s be clear: rolling back DEI isn’t a neutral decision. It actively harms the small brands that trusted Target to stand by them. It makes it harder for underrepresented founders to get their products in front of customers. It tells marginalized communities that their visibility and contributions are only valued when it’s convenient. And that’s unacceptable.
Danielle Coke Balfour saw this for what it was and made a risky choice that that not all small brands can do—she pulled her Oh Happy Dani line from Target, refusing to be complicit in their backpedaling. That kind of integrity deserves support.
But here’s the thing: we don’t need Target to support these brands. We can buy from them directly. We can amplify their work, follow them online, and put our money where our values are. Target built goodwill by giving these brands a platform, but they don’t get to erase that progress without consequences.
If Target won’t stand by these businesses, we will.
IT WORKS. Look at this post from Danielle after her announcement.
“I think somebody needs to see this.
Somebody needs to be reminded that standing firm on your values—whatever that looks like for you—will always be worth it in the end. That the cost may be steep, but the pain won’t be the end of your story. That God rewards faithfulness. That we the people have immeasurable power.
I had no idea what to expect when I shared my news about Target with you. The journal had been performing so positively. I didn’t know what was next. But I never could have imagined that your support over this last week would outweigh my projected losses over a 12-month period—5 times over.
This is more than just a chart. This is support for my team, attorney fees, the ability to make my own journals, a chance to breathe, and margin to continue the good work we feel called to.
2024 was a difficult year for me. Attacks on diversity, equity, and inclusion affected my business and mental health profoundly. Through it all, you’ve kept me encouraged with your messages and shares and shop purchases… but this past week… you’ve changed my life.
“Thank you” doesn’t even come close.
❤️❤️❤️”
There are currently over 100 black owned and black founded brands available at Target, so before you buy, check and see if you can buy direct and cut out that nasty middleman.
Keep in mind that some brands are exclusively at Target so they don’t have the option to sell another way.
Here’s a few to get you started, feel free to drop more links to your favorite brands in the comments below.
Wall Calendars, Planners & Journals
The shop is currently working on the spring collection, but you can also show support by shopping at Bookshop.org for the current selection of Calendars and Books and follow on IG.
“We’re disappointed to see this news from Target. We’re sharing our feedback with our partners at Target and are hopeful that they will reconsider this change in policy. That said, we greatly appreciate your support and if you’d like to shop Reel at one of our other retail locations you can find our stores here: https://www.reelpaper.com/pages/same-reel-new-size or you can buy from us directly at reelpaper.com”
B Corp Bamboo Toilet Paper
Tree-free, plastic-free paper products. Rather than cutting down 100 year old trees to make paper, they use bamboo which grows back in 3-5 years. It also grows back from the same root once harvested, so it causes less damage and erosion to the ecosystem, making sustainable forestry a possibility.
Fair Trade Specialty Coffees
In January 2020 BLK & Bold was on target shelves and it still in, but let’s shift and buy direct to show we don’t need Target.
BLK & Bold pledges 5% of its gross profits to nonprofit organizations across America that are aligned to pouring into children the confidence, exposure, and guidance for them to be the best version of themselves.
More Black Owned or Founded Brands to Support
Beauty and Personal Care:
The Honey Pot Company: Offers feminine hygiene products made with natural ingredients.
The Doux: Provides hair care solutions tailored for curly and textured hair.
Thread: Features a range of complexion products designed for diverse skin tones.
LUNA MAGIC: Delivers vibrant cosmetics inspired by Caribbean and Latin American heritage.
Pardon My Fro: Specializes in hair care products celebrating natural textures.
Donna's Recipe: Co-founded by Tabitha Brown, offering hair care products promoting growth and health.
Pet Care:
Ava's Pet Palace: Offers organic pet treats made with wholesome ingredients.
Toys and Games:
Naturalistas: Features dolls that celebrate natural hair and diversity.
The Adventure Challenge: Creates interactive games designed to strengthen relationships and create memorable experiences.
