That's the message from Black founders and influencers to consumers about a backlash against the retailer's decision to end its diversity, equity and inclusion efforts.

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.

Target's rollback on diversity, equity and inclusion initiatives is raising questions about the retail giant's philanthropic commitment to fighting racial disparities and promoting progressive values in liberal Minneapolis,

Twin Cities Pride, a Minnesota-based LGBTQ+ organization, is excluding Target from its annual parade after the retailer rolled back its DEI programs. NBC News’ Joe Fryer spoke with Twin Cities Pride executive director Andi Otto about the decision to kick out the long-time sponsor.

Twin Cities Pride has decided to exclude Target from its annual festival and parade after the retailer’s decision to scale back diversity initiatives. For years, Target has been a visible — and generous — supporter of Pride events in Minneapolis and around the country,