Sections of big business that once appealed to the democratic values held by most consumers are now capitulating to Trump, gutting their DEI programs and offices. Among those serving their pro-MAGA shareholders is mega-retailer Target, abondoning the commitments it made in response to mass movement pressure during the Black Lives Matter protests of 2020.

In response, the call for a mass collective action against Target has emerged from the Black freedom movement, Latino community, and others. The capitalist class understands only profits and power, so let's speak to them in a language they'll understand: Stop shopping at Target!

The most effective boycott is a targeted one. And, like the United Farm Worker–led boycotts of the 1960s and the boycotts that helped bring down the apartheid regime in South Africa, the current boycott targeting Target has been effective; the corporation has now suffered 11 consecutive weeks of falling in-store traffic.

So, let's join the people's movements by collectively fighting back against Trump and MAGA's attacks on affirmative action: Resist! Don't shop at Target!