The views and opinions expressed in this op-ed are those of the author and do not necessarily reflect the official policy or position of Baller Alert. This piece is intended to share a personal perspective and spark thoughtful conversation.
After months of backlash for cutting its diversity, equity, and inclusion (DEI) programs, Target seems to be making a play to win back Black shoppers, and it’s doing it with one of the internet’s biggest influencers, Kai Cenat.
Last week, the streaming star and his AMP crew hosted a sleepover inside a Target store to promote his new personal care brand, TONE. The product line, which features items like deodorant and body wash, is being exclusively launched at the retailer.
On paper, it might look like a strategic win for both sides: Cenat gets a national platform for his brand, and Target taps into a powerful Gen Z audience. But on social media, the backlash was swift.
Critics were quick to point out the timing. Just months ago, Target scaled back its DEI efforts, a move that sparked an ongoing boycott from many in the Black community, led by Pastor Jamal Bryant. Now, with a flashy collaboration fronted by one of the most influential young Black figures online, some see the stunt as little more than damage control.
This isn’t the first time a high-profile Black figure has caught flak for associating with Target during the boycott. Cardi B faced similar heat after being spotted shopping there earlier this year. Even Beyoncé’s mother, Tina Knowles, called out the store’s decisions, vowing to cross Target off her list altogether.
For his part, Cenat said the inspiration behind TONE was about filling a gap in the personal care space with products that not only look and smell good but also resonate with the culture. Still, many wonder if this partnership is about genuine representation or a calculated PR move.
Additionally, Target was accused of pandering in a separate incident in early July. The company met with leaders of the Congressional Black Caucus to address the ongoing boycott and concerns from the Black community. The meeting signals that Target is aware of the backlash and may be seeking ways to repair its relationship with Black consumers and lawmakers. However, many were not impressed.
“We consider Target’s decision to seek meetings with Black political leaders while ignoring the demands of the boycott an escalation,” Strike for All shared in a statement on Instagram.
With trust in the brand still fractured, Target’s alliance with Cenat and its attempt to reel in Black leaders has some side-eyeing the company even further.
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