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.

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. With the U.S. political climate trending right,

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.

Twin Cities Pride asked Target not to participate this year, while some Black business owners are asking people not to shop at the retailer.