Key Highlights
- AFT, representing 1.8 million teachers, voted to encourage members to avoid Target during back-to-school shopping season
- The union’s action stems from dissatisfaction with Target’s public stance on ICE operations in Minneapolis that resulted in two citizen deaths
- New CEO Michael Fiddelke joined other executives in requesting “de-escalation” but avoided directly naming victims or criticizing federal authorities
- The retailer recently concluded a year-long DEI-related boycott after committing resources to Black businesses and educational institutions
- The company forecasts approximately 2% revenue growth for the current fiscal year as part of its recovery strategy
Target (TGT) finds itself confronting another public relations obstacle while working to reverse a troubling pattern of declining revenue over the past three years.
On Thursday, the American Federation of Teachers approved a measure urging its 1.8 million members to patronize neighborhood retailers instead of Target when purchasing back-to-school items. The organization’s grievance focuses on what it views as an inadequate corporate response to intensive federal immigration activities in Minneapolis during the winter months.
Federal immigration enforcement actions in the Twin Cities area resulted in the fatal shootings of two American citizens, Renee Good and Alex Pretti, by ICE agents. According to the AFT, Target failed to properly condemn what the union characterized as an “occupation” occurring in the company’s home city.
AFT President Randi Weingarten revealed that the union attempted communication with Target through written correspondence and staff meetings before proceeding with the resolution. She noted that the company “could have very easily dealt with both” issues related to diversity programs and immigration concerns but declined to do so.
While CEO Michael Fiddelke joined fellow Minnesota business leaders in co-signing a late January statement requesting “immediate de-escalation,” the document notably omitted the names of those killed and avoided criticizing the administration, its immigration approach, or federal enforcement personnel—an omission Weingarten described as “insulting.”
Fiddelke also distributed an internal video acknowledging the situation but refrained from demanding ICE withdrawal or accountability for the fatalities.
The union intends to pursue comparable boycott measures at the AFL-CIO’s upcoming summer gathering in Minneapolis and at conventions held by the NAACP and LULAC.
Continuing Pattern of Consumer Activism
This represents another chapter in Target’s ongoing struggles with coordinated consumer campaigns. In the previous year, the company weathered a significant boycott initiative called “Target Fast,” organized by Atlanta pastor Jamal Harrison Bryant in response to the scaling back of diversity, equity, and inclusion initiatives.
That particular boycott concluded this month following Target’s financial commitments to Black-owned enterprises and donations to Historically Black Colleges and Universities. Bryant recognized the “meaningful contributions” the corporation delivered to African American communities.
However, universal satisfaction remains elusive. Nina Turner, formerly of Ohio’s state Senate, along with other advocates, continue encouraging consumers to shop elsewhere. The AFT—which previously backed the DEI-focused boycott—has now shifted its attention to immigration policy concerns.
Weingarten emphasized that the back-to-school shopping period offers maximum economic impact, and Thursday’s resolution provides Target with “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 transformation blueprint. The strategy encompasses store renovations, enhanced product selections, and price reductions across more than 3,000 products.
Target recently celebrated the opening of its 2,000th location and anticipates net revenue expansion of approximately 2% during the current fiscal period—expecting positive growth each quarter.
The retailer has previously attributed revenue declines partially to consumer backlash following DEI policy changes, combined with product assortment errors and weakened consumer purchasing power.
Target chose not to provide specific commentary regarding the AFT resolution but referenced its commitment to donate 5% of profits and highlighted an existing discount initiative for teaching professionals.
The AFT’s strategic timing targets the summer shopping window, a period that traditionally generates substantial retail volume in the back-to-school category.
