Target Loses $12 Billion —Biggest Boycott Since Montgomery Bus Protest

By Chase Iseghohi
Black America Wed
https://blackamericaweb.com/

In what’s being widely recognized as the most impactful Black-led boycott since the Montgomery Bus Boycott of the 1950s, Target has suffered a staggering $12 billion loss in market value.

The ripple effects were swift: stock prices tumbled, and the company’s CEO saw his salary slashed by nearly half. And it all started with a unified community refusing to spend.

At the heart of this movement is a renewed focus on economic justice and buying power, led by Black organizers and everyday consumers who decided enough was enough. The digital front lines were powered by platforms like @miiriya_, a Black-owned marketplace app that promotes shopping from Black businesses and creators. Their viral posts and grassroots messaging helped ignite a widespread movement calling for economic withdrawal from companies perceived to be failing the Black community—Target being a key focus.

This boycott didn’t just trend—it translated into billions of dollars in real economic consequence.

While Target has yet to release a full statement addressing the financial fallout, the damage is already done. More importantly, the message has been delivered: Black consumers are not to be overlooked or taken for granted.

The comparisons to the Montgomery Bus Boycott are more than symbolic. That historic protest lasted over a year and reshaped American civil rights.

Today’s version happened in a digital world, but the strategy is rooted in the same core principle: collective financial action leads to real accountability.

It shows that through tech, social platforms, and intentional spending, Black economic power can shift markets. It also highlights the importance of supporting Black-owned alternatives like Miiriya, which not only gives consumers a place to shop with purpose but also reinforces a vision for long-term community sustainability.