We Will Not Fund Our Own Oppression!
We are committed to continuing the boycott of Target — and every corporation that turns its back on Diversity, Equity, and Inclusion.
This is economic resistance. This is about corporate accountability.
You will see us. We are watching. And we will not back down.
We’re not just making noise. We’re making impact.
The Economic Impact of Boycotts
Historically, boycotts have been a powerful tool in civil rights movements, from the Montgomery Bus Boycott to divestment campaigns against apartheid. However, the success of a boycott depends on clear goals and strategic execution.
Target stock is down nearly 57% since the DEI Boycott
Target has faced a significant financial hit, reportedly losing over $12.4 billion in revenue since the DEI boycott
Target could lose more than 75 billion dollars of potential revenue if the DEI boycotts continue throughout the year.
Take Action
Sign the pledge
Join 100,000 Alabamians in committing to economic justice.
Participate in boycotts:
Withdraw financial support from companies that refuse to uphold DEI values.
Spread the word:
Share the campaign with your network via social media, text, and email.
Support Black-owned businesses:
Utilize our Alternative Shopping Guide to redirect your spending.
Did You Know?
- Black buying power is over $1.6 trillion annually, yet many corporations abandon DEI while still profiting from Black consumers.
- Corporate DEI rollbacks threaten job opportunities, equitable hiring practices, and investment in marginalized communities.
- By strategically directing our spending, we can demand corporate accountability and create a more just economic system
The Power of Collective Economic Action
The Montgomery Bus Boycott and Operation Breadbasket proved that when we withhold our dollars, companies and institutions are forced to change. Now,Not On Our Watch is carrying that torch forward in the fight against anti-Blackness in corporate America.
We are not asking for change—we are demanding it.
We will not wait for corporations to do the right thing—we will force them to.
We will not spend our dollars where we are not valued.
Who We Are
Not On Our Watch is a grassroots movement born out of a necessity to hold corporations accountable for abandoning Diversity, Equity, and Inclusion (DEI) initiatives. As executive orders and policies erode hard-fought progress, Black and Brown communities across the country face increasing challenges. This initiative, based in Birmingham, Alabama, seeks to mobilize the collective economic power of marginalized communities to demand corporate accountability and prioritize inclusive practices.
Not On Our Watch is inspired by the spirit and success of historical boycotts such as the Montgomery Bus Boycott, leveraging economic power as a tool for justice and equity. We aim to disrupt business-as-usual for corporations that turn their backs on DEI, while uplifting businesses that remain committed to fostering inclusion and equity
F.A.Q.
April is a historic month for Birmingham. This is when Dr. King, Rev. Fred Shuttlesworth, and countless foot soldiers waged one of the most successful economic resistance campaigns in U.S. history. They knew that hitting segregationists in their pockets would force change. That’s exactly what Not On Our Watch is doing today—using economic withdrawal as a strategy for justice.
One of the most powerful lessons is that economic disruption works. Birmingham’s business leaders didn’t desegregate out of kindness; they did it because the boycott was costing them money. Dr. King wrote from his jail cell that ‘freedom is never voluntarily given by the oppressor; it must be demanded by the oppressed.’ We are demanding economic justice today, just as they did in 1963
The tactics are the same: if a business refuses to respect our dignity, we refuse to spend our dollars there. In 1963, businesses were forced to desegregate under financial pressure. Today, corporations abandoning Diversity, Equity, and Inclusion (DEI) must face the same economic consequences. This is about more than a boycott—it’s about economic justice.
Just like Rev. Fred Shuttlesworth and the Black clergy led the Birmingham movement, we’re calling on faith leaders today to stand up. Pastors, ministers, and churches must take a bold stand. The Black church has always been the moral and strategic center of our movements. That hasn’t changed. We are calling on faith communities to say: NOT ON OUR WATCH!
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