A trio of Minnesotans who previously led reform efforts in the Twin Cities after George Floyd’s murder are now rallying shoppers upset with Target’s rollback of diversity, equity and inclusion efforts.

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

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.