Target, one of the nation’s biggest retail companies, lost $12.4 billion in value due to a widespread economic blackout on February 28.

The boycott was in response to the company’s choices and stances regarding diversity, equity, and inclusion (DEI) policies. Target has stood by its DEI policies, which are meant to promote inclusivity within its establishments, but critics and some of its own shareholders are even fighting to change policies. They claim that Target’s opinion is leading towards a financial decline, and they are losing money. A large amount of Target’s customer base feels alienated by certain stances, and many boycotters include Black consumers, faith leaders, activists, and many individual shoppers.

They arranged a one-day pause on spending money at big chain retailers and instead encouraged participants to support local small businesses that are minority-owned. The boycott’s message was clear and meant to remind large corporations that people who were born in different countries came to the United States seeking a new life and opportunity. In addition, boycotters continually expressed that people deserve to be treated equally and represented like everyone else.

This action was not just about one company’s policies, but about sending a bigger message to corporate America. As companies become more involved with having stances on social issues, they walk closely between brand identity and public backlash, both of which are things Target is now navigating.