Target Corporation’s stock plummeted by approximately $27.27 per share by the end of February, erasing about $12.4 billion in market value. The drop came on February 28, the designated economic blackout day, and coincided with mounting backlash over the retailer’s decision to abandon its diversity, equity, and inclusion (DEI) commitments.
The National Newspaper Publishers Association (NNPA) has taken action through its Public Education and Selective Buying Campaign. NNPA President and CEO Dr. Benjamin F. Chavis Jr. said, “Black consumers helped build Target into a retail giant, and now they are making their voices heard. If corporations believe they can roll back diversity commitments without consequence, they are mistaken.”
Reverend Jamal Bryant, pastor of New Birth Missionary Baptist Church in Georgia, has led calls for a “40-Day Target Fast,” urging Black consumers to withhold their spending at the retailer. “Black people spend $12 million a day at Target,” Bryant said. “If we withhold our dollars, we can make a statement that cannot be ignored.”
The NAACP also issued a Black Consumer Advisory in response to Target’s DEI rollback, warning Black consumers about corporate retreat from diversity initiatives. The advisory urges them to support businesses that remain committed to investing in Black communities.
Target is also facing legal battles. Shareholders have filed lawsuits challenging the company’s DEI policies, arguing that the commitments hurt financial performance. Meanwhile, conservative groups have sued over Target’s diversity efforts, claiming they discriminated against white employees and other groups.
“Consumers have the power to demand change, and Target is learning that lesson the hard way,” Chavis said
Washington, DC: The National Newspaper Publishers Association (NNPA), representing the Black Press of America, has announced the planning and implementation of a national public education and selective buying campaign across the nation in direct response to those corporate entities that have dismantled their respective Diversity, Equity and Inclusion (DEI) commitments, programs and staffing. NNPA Chairman Emeritus Danny Bakewell Sr. explained, “Now is the time for the Black Press of America once again to emphatically speak and publish truth to power.”
“We are the trusted voice of Black America, and we will not be silent or nonresponsive to the rapid rise of renewed Jim Crow racist policies in corporate America,” stated NNPA Chairman Bobby R. Henry Sr. “The Black Press of America continues to remain on the frontline keeping our families and communities informed and engaged on all the issues that impact our quality of life.”
At a recent convening of NNPA member publishers and editors, a united resolve was reached that each member publication of the NNPA will begin a national public education campaign coupled with the release of research data on those America companies that are engaging in efforts to sanction racial injustice, inequitable polices, divisive leadership, and economic apartheid in America.
“We note forthrightly that Black Americans spend $2 trillion dollars annually as consumers of products and services throughout the United States,” NNPA President and CEO Dr. Benjamin F. Chavis Jr. emphasized. “We now must evaluate and realign to question why we continue to spend our money with companies that do not respect us,” Chavis continued. “This now must come to an end. These contradictions will not go unchallenged by 50 million Black Americans who have struggled for centuries to ensure equality, fairness and inclusion in our nation’s democracy.”
A selective buying campaign involves exercising the right to select what we spend our money on and who we spend our money with. We are starting with targeting TARGET.
The following are some of the major American companies that have publicly retreated from Diversity, Equity and Inclusion:
TARGET Lowe’s John Deere, Walmart Meta Tractor Supply, Amazon, McDonald’s and Ford
The Greene County Democrat is a member of the NNPA and prints this notice, from the Philadelphia Tribune, which has more details on the DEI deniers, as the start of a national campaign to educate the public and encourage a selective buying campaign to withdraw our support from these companies.
In the interest of fairness, the Democrat prints this list of major companies that have decided to continue their ‘diversity equity and inclusion’ initiatives: COSTCO, JPMORGAN CHASE, GOLDMAN SACHS, DELTA AIRLINES, APPLE, MICROSOFT, PINTEREST, and elf Cosmetics.
We are counting on you our readers to target TARGET, by not buying from them! Tell your family, friends, neighbors, co-workers and others!
By Stacy M. Brown, NNPA Newswire Senior National Correspondent
As flames tore through the picturesque foothills of Altadena and Pasadena on January 7, 2025, the Eaton Canyon fires left a historic Black community—rooted in the Civil Rights Movement—nearly wiped out. Among the hardest-hit areas in Los Angeles County, Altadena has seen its many Black-owned homes, churches, businesses, and landmarks reduced to ashes.
The unincorporated community in the San Gabriel Valley, home to 42,000 residents, has long stood as a beacon of Black homeownership and middle-class stability. With 18% of its population identifying as Black, Altadena also hosts a diverse community that includes Latino and Asian American residents. Tragically, the Eaton Fire alone destroyed over 1,000 structures, killed at least five residents in Altadena and displaced thousands. “Obviously it’s been a tough couple of days, but our family is making it through,” Los Angeles Sentinel Publisher Danny Bakewell Jr. said in a text to NNPA. “Both my girlfriend & my son lost their homes and the devastation is unreal for so many families -a lot of Black folks.”
Jamal-Dominique Hopkins, a native of Altadena, lost his beloved childhood home on Loma Alta Drive to the blaze. His mother, Ruthie Hopkins, 81, and his son, Joshua, narrowly escaped thanks to the swift actions of Hopkins’ older brother, who evacuated them to safety.
Hopkins described the devastation in a GoFundMe post, writing, “This isn’t just a loss for our family; it’s a loss for a community that has thrived despite challenges.” Ruthie Hopkins, the former editor and co-owner of The Pasadena Journal, a Black-owned newspaper, has been a cornerstone of the community for decades. The newspaper is a member of the National Newspaper Publishers Association (NNPA), which represents the Black Press of America and is celebrating its 198th anniversary in March.
The fire also destroyed the family’s SUV, which was vital for Ruthie’s medical appointments. Now, she and Joshua are left with only the clothes they wore when escaping.
A Legacy Reduced to Ashes
Altadena’s Black community flourished during the Civil Rights Movement, growing from 4% of the population in 1960 to 27% by 1970, following the passage of the Fair Housing Act in 1968. It became a haven for Black families seeking to escape discrimination elsewhere, offering homeownership opportunities unavailable in most parts of the country. Before the fire, Altadena boasted a Black homeownership rate of 81.5%, nearly double the national average for African Americans. Families like Kenneth Snowden’s embodied this legacy. Snowden’s family purchased their first Altadena home in 1962, and nearly 20 years ago, Snowden bought his own home in the area. Both properties were destroyed in the fire. “Your $40 million home is no different than my $2 million home,” Snowden told reporters. “Give us the ability to rebuild, restart our lives. If you can spend billions of dollars fighting a war, you can spend a billion dollars to help us get back where we were at.”
Shawn Brown, founder of Pasadena Rosebud Academy, lost her home and the public charter school she built to serve the community’s children. Brown is working to raise funds to rebuild the school while seeking temporary locations in local churches—though some churches, like Altadena Baptist Church, have also burned.
Only the bell tower remains at Altadena Baptist. The Rev. George Van Alstine is helping church members navigate the challenges of insurance claims and federal aid. He fears the destruction will lead to gentrification, pushing out long-standing Black residents. “We’re seeing families who may have to leave because rebuilding here will be too expensive,” he said.
Brown urged her fellow Black homeowners to hold onto their properties despite developers’ offers. “Stand strong, rebuild, and continue the generational progress of African Americans,” she said.
Widespread Loss and Displacement
The destruction in Altadena mirrors the broader devastation caused by the wildfires sweeping Los Angeles County. Across the region, more than 12,300 structures have been destroyed, and at least 24 lives have been lost. Economic losses are estimated between $250 billion and $275 billion, making this disaster one of the costliest in U.S. history.
Much of the media coverage has focused on celebrity mansions and wealthy neighborhoods, but Altadena’s plight highlights the profound impact on middle-class communities of color. Residents returned to find homes passed down through generations reduced to rubble.
Even the Mountain View Cemetery, where pioneering Black science fiction novelist Octavia E. Butler is buried, caught fire. Butler’s novel Parable of the Sower chillingly predicted wildfires caused by climate change, starting on February 1, 2025. Her legacy and connection to the community remain a stark reminder of the fragility of Altadena’s history.
NNPA President and CEO Dr. Benjamin F. Chavis Jr. has maintained close contact with NNPA-member newspapers and media companies in Southern California, including David Miller of Our Weekly, Kenneth Miller of Inglewood Today and Pluria Marshall of the Los Angeles Wave. Both Miller and Marshall confirmed their staff are safe but noted the community’s urgent need for support.
A Historic Challenge
The road to recovery remains daunting as the Eaton Fire continues to burn, with containment still at 0%. Fierce Santa Ana winds and dry conditions threaten to worsen the situation, while evacuation orders remain in effect for over 105,000 residents. “This fire has changed our lives forever,” Hopkins wrote. “Your support means the world to us as we work to restore some sense of normalcy after this unimaginable loss.” Chavis added: “The NNPA stands in solidarity with our member publishers in Los Angeles County and beyond. The devastating wildfires must be met with resolve, compassion and resiliency.”
How to Help
As Los Angeles faces this catastrophic crisis, several organizations are mobilizing to assist evacuees and first responders.
California Fire Foundation: This organization works with local fire agencies and community-based groups to support communities affected by wildfires. They are currently aiding victims of the Palisades Fire. World Central Kitchen: Founded by celebrity chef José Andrés, the nonprofit provides meals and water to first responders and evacuees on the ground. California Community Foundation Wildfire Recovery Fund: This fund targets underserved communities and aims to provide long-term recovery relief for those most in need. CAL FIRE Benevolent Foundation: This group offers financial aid to firefighters and their families, supports burn victims, and promotes firefighter health and safety. American Red Cross: Hundreds of volunteers have been deployed to Los Angeles to operate shelters and provide meals, medical care, and emergency supplies to displaced families. Airbnb.org and 211 LA: These organizations are collaborating to offer temporary housing for evacuees in Los Angeles County.
