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.

"There is a big difference between taking a stand through a keyboard threatening a boycott and taking stand through a wallet and actually engaging in a boycott."

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.