To Boycott or Not To Boycott: That is the Question

I moved from Sonora to Southern California in 1986. One of my first discoveries was Target. I loved that store. I was a loyal shopper with Target debit and credit cards until I returned to Tuolumne County in 2023, when my shopping habit continued online. However, since January 26, 2025, I have not shopped there. Why? Because the Target Corporation abandoned its Diversity, Equity, and Inclusion (DEI) initiatives. Sure, it’s their prerogative to make that call, but I don’t want to give them my money when they don’t share my beliefs.

Since Trump resumed office, many companies have significantly rolled back or discontinued their DEI programs. As supporters of DEI, should we boycott the companies that don’t share our beliefs? Do boycotts even work? Would Target or any other company notice a boycott by one person? Not likely, but when it’s ten people, or twenty, or thousands, a boycott can have real consequences. Just ask Target — when they dropped their DEI initiatives, their stock price decreased 24% (1).

The Ethical Consumer lists numerous ways that boycotts can be effective (2). Anyone who has lived in California since the 1960’s likely remembers the grape boycott. At the time, migrant farmworkers suffered inhumane working conditions and received very low pay. The workers called for a boycott of California grapes, and consumers supported them. There were bumper stickers in English and Spanish, “No Grapes” and “No Uvas.” The successful boycott led to a drop in profits for the grape growers and resulted in a historic labor agreement for workers.

The People’s Union USA has released a “permanent blackout list” which includes Amazon, Target, Home Depot, Starbucks, Walmart, and CBS. The organization notes, “these corporations have repeatedly demonstrated behavior that harms workers, manipulates public narratives, supports corrupt systems, or prioritizes profit over people. The permanent blackout means refusing to shop with, subscribe to, or financially support these companies in any capacity (3).”

One company not on the blackout list, but which recently caved to conservative backlash, is Tractor Supply (4). Once well-known for its inclusive workplace, the company became a target of conservative podcast host Robby Starbuck, who claimed the company funded sex changes, among other unsubstantiated claims. Three weeks after these claims aired, Tractor Supply abandoned its DEI policies and canceled sponsorship of Pride festivals. Yet the company’s website continues to claim, under the Values > Respect subheading, “Be a champion for diversity and inclusion.”

The good news is that many companies have not abandoned their DEI initiatives. According to Time Magazine, a few of these companies are Costco, Delta Airlines, and Patagonia (5). The Advocate notes additional companies holding firm to their beliefs and values, such as Levi Strauss & Co., Kroger, Southwest Airlines, and T.J. Maxx (6).

Living in a rural community, we have few options for shopping, although online shopping has made things easier. You can still put your money where your mouth is by supporting those retailers that support your beliefs and values. Take the time to do a quick Google search to review a company’s policies, donation record, and political leanings. Remember, every dollar you spend is a vote for the world in which you want to live.

NOTES

1. Doug Melville, “The Quiet Part Out Loud: Target Ditching DEI Cost the CEO his Job and Investors $12 Billion,” Forbes, August 22, 2025.
2. Jasmine Owens, “Are Boycotts Effective?” The Ethical Consumer, May 13, 2025.
3. “The Blackouts,” The Peoples Union USA, Accessed March 31, 2026.
4.  Edward Segal, “Lessons From Tractor Supply’s Sudden Reversal On Its Commitment to DEI,” Forbes, July 24, 2024.
5. Miranda Jeyaretman, “These U.S. Companies Are Not Ditching DEI Amid Trump’s Crackdown,” Time, February 26, 2025.
6. Ryan Adamczeski and Eva Berry, “These 25 Major Companies Still Have DEI Practices,” Advocate, December 23, 2025.