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.

As retailer Target faces calls to boycott shopping there, the black-owned brands whose products it sells are pleading with consumers not to. Target is the latest to stop its diversity, equity, and inclusion policies,

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.