A new video by Melody Angel, President of the Black Revolutionary Collective (BRC), is gaining traction online as Black consumers across the U.S. continue to boycott Target.
The boycott is in protest of the retail giant’s rollback of diversity, equity, and inclusion (DEI) initiatives.
In a direct and practical message to fellow activists and shoppers, Angel offers a robust list of Black-owned businesses consumers can support instead of spending money at Target, which has faced growing backlash over its decision to back the Trump administration’s campaign to destroy all DEI programs and partnerships.
“This is how you can forever boycott Target,” Angel begins in the viral video, which has been widely shared, including by Adrienne Banfield Norris, host of Red Table Talk and Positively Gam Podcast. “Make sure you save and share this video.”
Angel’s List of Black-Owned Alternatives
In the nearly 4-minute video, Angel names more than a dozen Black-owned brands — many of which once had shelf space at Target — and urges viewers to shop directly from these companies’ websites. Among the businesses highlighted:
- Ghetto Gastro (Bronx-based culinary and kitchenware brand) – ghettogastro.com
- Bevel (Men’s grooming and hair care) – getbevel.com
- The Lip Bar (Cosmetics) – thelipbar.com
- Ben’s Boys (Comfort food) – bensboysfood.com
- The Honey Pot Company (Plant-based feminine hygiene) – thehoneypot.com
- Afro Unicorn (Kids apparel and gifts) – afrounicorn.com
- Proudly Company (Baby care co-founded by Gabrielle Union and Dwyane Wade) – proudly.com
- Black & Bold Coffee – blkandbold.com
Angel’s tone throughout the video is empowering rather than divisive, reminding viewers that economic power is a vital tool for effecting change.
“If you’re serious about the boycott, here’s how you do it without sacrificing the quality products you love — and while still uplifting Black businesses,” she says.
The Bigger Picture
The Target boycott reflects a growing tension between corporate branding and sustained commitment to diversity. While many major retailers pledged solidarity with marginalized communities in 2020, some have since walked back those efforts amid political pressure and consumer backlash from conservative circles.
The BRC, under Angel’s leadership, is one of several grassroots collectives leading the charge to hold corporations accountable, pushing not just for statements, but for structural investment in equity and inclusion.
“We’re done settling for performative allyship,” Angel told followers in a separate post. “Black dollars built these stores — we deserve more.”
Background: Why the Boycott?
The boycott was sparked earlier this year after internal reports revealed that Target had significantly scaled back its DEI programming, including staffing reductions within its diversity department and fewer featured displays spotlighting Black-owned brands and Pride merchandise.
Critics, including Angel and members of BRC, argue that these rollbacks signal a retreat from previous commitments made during the post-George Floyd era to support underrepresented communities.
Activists point to Target’s removal of DEI-specific executive roles and a decline in public-facing inclusion efforts as a betrayal of promises made to Black consumers and brands.
The campaign urging shoppers to divest from Target is part of a broader call for accountability in corporate America.
