Rebecca Renard-Wilson has stopped shopping at Target and all things Amazon including Whole Foods and Amazon Fresh. These days, the mother of two shops for the things she needs at farmer’s markets, small mom-and-pop stores or she goes directly to the websites of products she wants to purchase.
“I have options of where I put my money,” Renard-Wilson, 49, said. “Yes, Target’s convenient. Yes, Amazon Fresh is on my drive to my kids’ school. The options that I have discovered have opened up new relationships. I feel more connected to my community because I’m not shopping at those big-box places. I’m able to now use my money not only to resist places that don’t align with my values, but I’m able to now support places that do align with my values. To me, that’s a win-win.”
Renard-Wilson is among a growing group of African Americans who are ditching corporate big-box retail stores who rolled back their DEI programs and instead are shopping at small, minority- and women-owned businesses they believe value their dollars more. In February, more than 250,000 people signed a pledge to boycott Target after Rev Jamal Bryant, pastor of New Birth Baptist church outside of Georgia, called for a 40-day Target Fast that started at the beginning of the Lenten season.
The boycott has become a movement across social media and within community neighborhoods nationwide with the shared goal of rejecting systems that do not value the African American community, and it has already impacted Target. In the first quarter of the year, the company reported a $500m loss in year-over-year sales, citing reaction to the boycott and lower foot traffic.
www.theguardian.com
