That's the message from Black founders and influencers to consumers about a backlash against the retailer's decision to end its diversity, equity and inclusion efforts.

Critics are calling for shoppers to boycott Target over its DEI policy reversal – but black-owned brands are asking customers to keep shopping at Target stores.

Some Black entrepreneurs say that would just hurt them. Target Corp.’s announcement Friday that it would roll back some of its diversity initiatives has sparked a call to boycott the Minneapolis-based retailer — and some Black-owned brands are pushing back.