TLDR
- A resolution from the American Federation of Teachers (AFT) urges its 1.8 million members to avoid Target during back-to-school season
- The union objects to Target’s handling of ICE operations in Minneapolis that resulted in the deaths of two American citizens
- New CEO Michael Fiddelke joined other executives in requesting “de-escalation” but avoided naming victims or directly criticizing federal actions
- This follows a separate boycott that ended this month after Target invested in Black businesses and donated to HBCUs
- Target projects approximately 2% sales growth for the current fiscal year as CEO Fiddelke implements recovery strategies
Target (TGT) faces mounting pressure from yet another boycott campaign while attempting to reverse three consecutive years of declining sales.
On Thursday, the American Federation of Teachers adopted a resolution encouraging its 1.8 million members to purchase back-to-school items from neighborhood retailers instead of Target. The union’s grievance stems from what it views as Target’s inadequate response to intense federal immigration enforcement activities in Minneapolis earlier this year.
Federal agents conducting ICE raids in the Twin Cities fatally shot two American citizens, Renee Good and Alex Pretti. The AFT characterized Target’s reaction to what it described as an “occupation” of the company’s headquarters city as insufficient.
According to AFT President Randi Weingarten, the union contacted Target through written correspondence and held discussions with company representatives before proceeding with the resolution. Weingarten stated that Target “could have very easily dealt with both” concerns regarding DEI policies and immigration matters but declined to do so.
While CEO Michael Fiddelke joined fellow Minnesota business leaders in late January to sign a letter requesting “immediate de-escalation,” the document omitted the victims’ names and avoided criticizing the president, his immigration agenda, or federal law enforcementâan approach Weingarten described as “insulting.”
Additionally, Fiddelke distributed an internal video message to Target staff recognizing ongoing events without demanding the withdrawal of ICE agents or seeking accountability for the two fatalities.
The AFT intends to promote comparable boycott resolutions at the AFL-CIO’s upcoming summer gathering in Minneapolis and during conventions hosted by the NAACP and LULAC.
A Pattern of Consumer Activism
This marks another episode in Target’s ongoing encounters with organized customer protests. The retailer confronted significant opposition last year through the “Target Fast” initiative, spearheaded by Atlanta pastor Jamal Harrison Bryant in response to the company’s reversal of diversity, equity, and inclusion initiatives.
That particular boycott concluded earlier this month following Target’s financial commitments to Black-owned enterprises and charitable contributions to Historically Black Colleges and Universities. Bryant recognized the “meaningful contributions” Target delivered to the Black community.
However, complete satisfaction remains elusive. Nina Turner, formerly an Ohio state senator, along with additional activists, continue advocating for consumers to boycott Target. The AFTâwhich previously backed the DEI-focused boycottâhas now shifted its attention to this new issue.
Weingarten emphasized that the back-to-school shopping period provides the union with significant economic influence, noting that Thursday’s resolution allows Target “enough time to come back to its senses.”
Recovery Strategy Underway
During an investor presentation in Minneapolis this month, newly appointed CEO Fiddelke unveiled an aggressive recovery blueprint. The strategy encompasses store renovations, merchandise improvements, and price reductions across more than 3,000 products.
Target recently celebrated opening its 2,000th location and anticipates net sales expansion of approximately 2% throughout the current fiscal yearâexpecting quarterly growth across the board.
The retailer has previously attributed declining sales partly to consumer backlash following DEI policy changes, combined with merchandising errors and weakened consumer spending patterns.
Target chose not to provide specific commentary on the AFT resolution but referenced its commitment to donate 5% of profits and highlighted its discount program designed for educators.
The AFT’s strategic timing targets the summer shopping season, a critical period that traditionally generates substantial retail revenue in the back-to-school category.
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