Confidentity is being debated over whether the year-long Black boycott against Target is over or continuing. Rev. Jamal Bryant, a leading pastor in the movement, declared victory and the end of the campaign, while other activists are demanding an apology from the megastore chain. Bryant stated that Target had met three of the movement's four main objectives: investing $2 billion in Black communities, partnering with HBCUs, and a reimagining of DEI. While Bryant expressed satisfaction with Target's response and its new CEO, Michael Fiddelke, other boycott leaders, including Tamika Mallory and former Ohio state legislator Nina Turner, demanded an apology on behalf of Target. Activist Nekima Levy Armstrong declared the boycott was ongoing while remaining hopeful about the future of Target's efforts. The boycott began in 2025 after the company announced it was rolling back its Diversity, Equity and Inclusion efforts in response to President Donald Trump's anti-DEI orders.