Critics are calling for shoppers to boycott Target over its DEI policy reversal – but black-owned brands are asking customers to keep shopping at Target stores.

That's the message from Black founders and influencers to consumers about a backlash against the retailer's decision to end its diversity, equity and inclusion efforts.

As retailer Target faces calls to boycott shopping there, the black-owned brands whose products it sells are pleading with consumers not to. Target is the latest to stop its diversity, equity, and inclusion policies,

Some Black entrepreneurs say that would just hurt them. Target Corp.’s announcement Friday that it would roll back some of its diversity initiatives has sparked a call to boycott the Minneapolis-based retailer — and some Black-owned brands are pushing back.