Large retailer bent a knee to Trump. Is a long boycott about to bring that company to its knees?

Activists have a bullseye on Target after they say the seventh largest retailer in the U.S. went out of its way to cozy up to President Donald Trump and scrap its diversity, equity and inclusion policies.

They’re calling on people to boycott the stores.

According to CNN, the 40-day effort is being organized by Rev. Jamal Bryant, an Atlanta-based pastor who says Target “turned their back on our community.”

Target announced in January that it was ending its hiring, supplier recruitment and promotion goals for women, members of racial minority groups, LGBTQ+ people, veterans and people with disabilities. The discount retailer headquartered in Minneapolis previously had a reputation as an inclusion ally.

Per the CNN report:

On January 24, days into Donald Trump’s presidency, Target announced it was eliminating hiring goals for minority employees, ending an executive committee focused on racial justice and making other changes to its diversity initiatives. Target said it had a new strategy called “Belonging at the Bullseye,” which it first introduced last year, and the company remained committed to “creating a sense of belonging for our team, guests and communities.” Target also stressed the need for “staying in step with the evolving external landscape.”

Target is one of dozens of Fortune 500 companies that have backtracked on DEI in response to conservative court decisions, pressure from activists and right-wing legal groups, and, more recently, the Trump administration’s threats to investigate what it characterizes as “illegal DEI,” including potential criminal cases against companies. Companies are caught between pursuing efforts to increase diversity and avoiding a conservative legal crackdown.

This comes after a fledgling activist group encouraged U.S. residents last week to refrain from spending for 24 hours on Friday as an act of resistance against what the group’s founder described as the malign influence of billionaires, big corporations and both major political parties on the lives of working Americans.

As of midday, any retrenchment on the part of consumers wasn’t visible, according to Marshal Cohen, chief retail advisor at market research firm Circana. The assessment was based on phone calls with retail executives and reports from his network of analysts monitoring malls and stores, Cohen said.

The Associated Press contributed to this report.