Owners of brands who were once championed by Target before the big-box retailer rolled back DEI efforts say a boycott would do more harm than supporting their brands would.

Anger at Target surged after it followed other companies that abandoned DEI programs, but Black-owned businesses that struggled to earn shelf space there urged critics to focus on buying minority-owned companies' products instead.

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,

Tabitha Brown addresses Target's DEI rollback, warning of potential harm to Black-owned brands sold at the retailer.

Target is ending its DEI program this year, the latest corporation to step away from such policies in the face of scrutiny from conservative groups.

Left-wing activists are calling for a boycott on Target stores after the retailer slashed its diversity, equity and inclusion policies – but black-owned brands are pushing back, warning the move could damage their businesses.