Target’s DEI Stumble: The Buycologist’s Take

Currently, Target is facing a 40-day boycott, or “Target Fast,” led by Rev. Jamal Bryant, to protest the company’s perceived backtracking on diversity, equity, and inclusion (DEI) principles. The publicity this particular boycott has received seems to have everyone talking about political consumerism and its impact. But as The Buycologist, I see something more profound: the raw, often irrational, power of emotions. This isn’t just about politics; it’s about how consumers feel about a brand’s values and how that translates directly to their wallets.

The always insightful Pam Danziger, a Forbes Senior Contributor, was kind enough to include my thoughts in her recent article on the subject, “Target 40-Day ‘Fast’ and the Consumer Psychology Behind Boycotts.”

From the Forbes article:

“Consumer psychologist Chris Gray, the Buycologist, stressed that every consumer purchase decision has emotions at its core – “There’s always an emotional need that’s being fulfilled.” However, emotions are inherently subjective and extremely hard, if not impossible, to quantify and measure.

Nonetheless, he said, “Emotional engagement can be a brand’s greatest asset or its greatest barrier.” Target seems to be particularly vulnerable in that regard, having been seen as a high-profile partner in the diversity, equity and inclusion movement, only to be perceived as abandoning the cause.”

You can read the full article HERE.

Additional Thoughts on What I’m Seeing: Key Insights

• Emotions drive everything: I’ve been saying it for decades: “There’s always an emotional need that’s being fulfilled.” In Target’s case, the perceived U-turn on DEI is a gut punch for many consumers. Emotional engagement is a brand’s superpower or its kryptonite – there’s no in-between. You’re playing with fire when you mess with people’s deeply felt values.

• Political consumerism is here to stay: Consumers are increasingly using their spending to send a message, rewarding brands that align with their values (“buycotts”) and punishing those that don’t (boycotts). This is not going away, especially when consumers feel they have few effective alternatives for evoking meaningful change.

• Boycotts are a form of self-expression: Boycotting allows consumers to assert their beliefs and priorities in a manner that enables them to contribute to the greater good and feel good about themselves. Never underestimate the power of identity to motivate behavior.

• Moral outrage equals boycott intensity: The more consumers perceive corporate behavior as personally offensive or counter to deeply held convictions, the more motivated they are to boycott. And the more impact those boycotts will have on brands’ bottom lines. It’s a direct line from values to action.

My Takeaway: You Have to Connect Emotionally to Thrive

In today’s hyper-polarized world, companies must be smarter than ever about emotional engagement. Simply selling products is not enough; you must stand for something your customers care about.

This is why it is so essential for brands and retailers to maintain a customer-centric approach to every decision they make. This requires that they prioritize continuously listening to their customers, profoundly understanding their perspectives and needs, and implementing policies that convey their understanding and appreciation.

One of my favorite quotes, which has been a guiding principle for me both personally and professionally, is from William James, who famously said, “The deepest principle in human nature is the desire to be appreciated.” Since customers are humans, it is critical that brands and retailers consistently demonstrate appreciation for their shoppers with every decision they make.

In this case, it appears that a retailer well-known for having its finger on the pulse of its customers’ needs and aspirations made a costly error, and its customers are feeling unheard and unappreciated. How much they will pay for this mistake is yet to be seen.

Target’s situation is a stark reminder that consumers are watching and ready to take action if they feel betrayed. As the Buycologist, I’m here to tell you to understand your customers’ emotional core or prepare to face the consequences.