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There is strength in numbers.

As some of America’s biggest and most recognizable companies, CEOs, and boards of directors continue to speak out for and against certain social and geopolitical issues, particularly DEI, consumers have begun to draw their own conclusions about how these actions will affect them and their families.

The result is a call for "economic boycotts" or "fasts" as changes in consumer behavior are designed to hit companies where it counts: the bottom line.

While most of the numbers are still coming in, some of the data is beginning to provide a sneak peek at trends—and get us a little closer to being able to answer the question: Do boycotts still work in 2025?

Target And Tesla Are At The Center

The two most visible boycotts are aimed at Target and Tesla, but the reasons vary.

Target, one of America’s largest retailers with over 1,950 stores, has been omnipresent in the news recently for its January decision to change its DEI policy and practices around both supplier diversity, which they renamed "supplier engagement," and for its decision to "sunset" (the latest corporate lingo for shut down) its Racial Equity Action and Change initiatives. Both of these shifts signaled it would be changing its investment and priority in diversity efforts, which the company has been vocal about in the past, particularly around black-owned businesses, where it committed to $2 billion in spend.

Soon thereafter, a movement began growing on social media, calling for an economic blackout day on Feb. 28 against Target, alongside other retailers who made similar DEI changes. On that day, Target’s website traffic was down 9% compared with the same period last year.

In the background, Pastor Jamal Bryant launched TargetFast.org, calling on 100,000 conscientious citizens to fast from spending any money at Target for the 40 days of Lent, beginning Wednesday, March 5. He’s also asking individuals to sell any Target stock they may own.

From there, LatinoFreeze.com came to light, bringing a similar message to their cultural community. According to data from Placer.ai, for the week the boycott started, foot traffic fell 6.8% year over year at Target stores.

Beyond consumers, the family of one of Target’s cofounders has become vocal, telling the Los Angeles Times they’re alarmed by the recent decision, saying "It is not ‘illegal’ for a company to create a business model based on what it believes to be important ethical and business standards." And online, in a Target subreddit which has been around since 2010, employees are expressing their frustration too. (It should be noted that the group isn’t affiliated with or endorsed by the company.)

The markets are taking notice. Target’s stock price (NYSE: TGT) is down 24%—from 137.40 on Jan. 24, the day Target cut its programs—to 104.70 on March 15. Within that time frame, the stock is down 10% from when the 40-day kickoff began on March 5, accelerating an ongoing downward trend in its stock price since late 2024. To top it off, The City of Riviera Beach Police Pension Fund filed a class-action lawsuit against Target, its CEO, and board members, claiming they misled investors about the financial risks of Target’s DEI and Environmental, Social, and Governance initiatives. The plaintiffs are alleging that Target downplayed the risks of consumer backlash and boycotts stemming from the changes.

Tesla Is Facing Similar Outcomes

At the same time, Tesla is facing similar outcomes, but for a different reason.

For Tesla, its chief executive’s relationship and time commitment to the Department of Government Efficiency has been seen as a political stance well beyond his lane as the world’s richest man and CEO of multiple entities, from SpaceX and Tesla to Starlink and X.

Tesla’s share price (NAS: TSLA) is down 40% since December, with more than $500 billion being wiped off the company’s value. Beyond just the United States, Musk’s efforts have triggered a global reverberation, as sales across Europe have slumped for the automaker.

On X, users have been less engaged in recent months, while President Trump’s trade war seems to have hit a nerve with the Canadian province of Ontario, which will be "ripping up" its Canadian $100 million (U.S. $68 million) contract with Starlink.

For Tesla specifically, over 350 protesters convened upon a Tesla showroom in Manhattan as part of the nationwide "Tesla Takedown" protest against billionaire Musk.

But They Are Not Alone

According to the People’s Union USA, "whose mission is organizing to take back control of our economy, government, and future," there are more boycotts on the way, or already in progress:

• Amazon: March 7 to 14
• Nestlé: March 21 to 28
• Walmart: April 7 to 13

For now, at least in the short term, it seems that these boycotts are having an effect, but the question is how long it will last. A look into the crystal ball tells us people will continue to vote with their feet in stores and their fingers online—as well as their collective time invested in any particular brand.

Conclusion

As the data continues to roll in, it’s clear that boycotts are having an impact on the companies involved. But the true test will be in the long term: will consumers continue to turn to new outlets and build new brand relationships for their everyday items and anchor purchases? Only time will tell.

FAQs

• What is the purpose of the boycotts?
  The boycotts are aimed at companies that have made changes to their DEI policies and practices, and are seen as having a negative impact on certain communities.
• Which companies are being boycotted?
  Target and Tesla are the two main companies being boycotted, but there are also boycotts planned for Amazon, Nestlé, and Walmart.
• How long will the boycotts last?
  The boycotts are planned to last for a certain period of time, such as 40 days, but it’s unclear if they will continue beyond that.
• What is the impact of the boycotts on the companies?
  The boycotts are having an impact on the companies, with Target’s stock price down 24% and Tesla’s stock price down 40%.
• What is the goal of the boycotts?
  The goal of the boycotts is to put pressure on companies to change their policies and practices, and to hold them accountable for their actions.

Advertising spending on women’s sports surged in 2024, more than doubling from the previous year, according to a new report from TV marketing firm EDO. Women’s basketball attracted the largest share of the investment. With more money flowing into the industry than ever before, these gains could also translate into financial progress for female athletes.

Ad Revenue Breakdown

Advertisers spent $244 million on women’s sports in 2024, marking a 139% year-over-year increase. This ad-dollar boom aligns with a spike in women’s sports viewership. For example, over 2 million viewers tuned into game five of the WNBA championship series, making it the most-watched WNBA game in 25 years. And last spring, the women’s NCAA basketball championship game drew a bigger television audience than the men’s title game for the first time.

Ad Effectiveness

As part of the advertising analysis, EDO also examined online activity within 2 to 5 minutes after the ads ran and found that the ads placed during women’s sports broadcasts generated 40% more activity than the average primetime commercial. This engagement with the ads suggests that spending will continue to increase.

Does More Ad Spending Equal More Pay?

The influx of advertising dollars into women’s sports is a game-changer, but whether it will lead to better pay for female athletes remains to be seen. Although the WNBA is one of the most successful professional women’s sports associations, the pay gap between the WNBA and the NBA remains staggering. According to sports betting site WSN, the average NBA player’s salary is $11.9 million, while WNBA players earn a fraction of that – just $119,590 on average. The disparity is even more glaring at the top. Steph Curry, the NBA’s highest-paid player, rakes in $55.8 million per year, while Jackie Young, the WNBA’s top earner, makes just $252,450.

Female Athletes as Brand Ambassadors

As revenue and viewership grow, another key factor in closing the pay gap is gaining momentum – endorsement deals. Female athletes are becoming increasingly valuable as brand ambassadors.

Endorsement Deals

According to the EDO study, ads featuring WNBA athletes were twice as effective as the primetime average, delivering stronger consumer engagement. CarMax saw nearly three times the league’s average engagement in ads featuring WNBA superstars Sabrina Ionescu, Chiney Ogwumike, A’ja Wilson, and Sue Bird. Meanwhile, New Balance and SKIMS ads featuring Cameron Brink of the Los Angeles Sparks outperformed all others, driving a staggering 1,368% more engagement than the average WNBA ad.

New Media Rights Deal

In July, the WNBA announced a new media rights deal that is predicted to increase revenue and viewership. Starting in 2026, Disney, Amazon, and NBCUniversal will distribute more than 125 WNBA regular season and playoff games nationally each season, and the New York Times predicts that “you should expect them to invest serious marketing dollars.” The potential payoff from this media deal is significant. When the National Women’s Soccer League secured a new media rights deal last year, advertising revenue jumped ninefold. If the WNBA follows suit, this investment could also help reshape the financial landscape for the league and its players.

Conclusion

The surge in ad revenue and viewership in women’s sports is a positive sign for the industry, but it remains to be seen whether it will lead to better pay for female athletes. However, the increasing effectiveness of ads featuring WNBA athletes and the potential for more endorsement deals suggest that the gap may be closing.

FAQs

• What is the current pay gap between the WNBA and the NBA?
  The average NBA player’s salary is $11.9 million, while WNBA players earn just $119,590 on average.
• What is the potential payoff from the new media rights deal?
  The potential payoff from the new media rights deal is significant. When the National Women’s Soccer League secured a new media rights deal last year, advertising revenue jumped ninefold.
• Will the surge in ad revenue lead to better pay for female athletes?
  The influx of advertising dollars into women’s sports is a game-changer, but whether it will lead to better pay for female athletes remains to be seen.

Prioritize Continuous Education To Build Inclusive Leadership Skills

The saying goes that knowledge is power; as such, inclusive leaders already know that one of the tenets of success is continuous education. Therefore, this time requires prioritizing building awareness to deal with the many stakeholders that beckon response. PMI’s stakeholder map highlights champions, advocates, allies, and naysayers. The same strategies one would use to communicate and support stakeholders would apply here. Brain fog can occur due to the many distractions. However, inclusive leaders can expand their leadership toolkit with ongoing training opportunities to build their inclusive leadership skills. Verna Myers, originator of the term, “diversity is being invited to the dance and inclusion is being asked to dance,” has rolled out workshops to prepare inclusive leaders to respond to pressures to end inclusion at large. Dr. Mary Winters is rolling out a summit to respond to the deprioritizing and ending of DEI. Inclusive leaders are encouraged to seek and utilize training opportunities to enhance their confidence and awareness while navigating workplace challenges. Learn how to navigate in spaces that may unwillingly prioritize exclusion and shun the efforts to create an inclusive workplace. Build skills around negotiation, empathy, psychological safety, conflict management, and active listening. These will all serve to foster the ongoing needs of the workplace.

Embrace Communities Around Inclusive Leadership

Finding safe spaces to process the firehose of misinformation and disappointment around the attack on diversity, equity, and inclusion is prudent. Communities have served a purpose in the past and will continue to do so. Consider the impact of employee resource groups and how they have built communities in the workplace. For caregivers, consider how communities have created lifelines to showcase that support exists and that the journey does not have to be siloed. As one who has experienced caregiving around an aging parent and a small child, I know that communities have been instrumental in staying sane and developing strategies to stay the course confidently. Stay aware of communities that are popping up to meet the needs of these times. If communities don’t exist, create and design a community. And that community can be at the workplace, even if it isn’t in the form of an employee resource group. Merriam-Webster defines community as individuals coming together for a common purpose.

Get Support To Move Towards Action To Support Inclusive Leadership Progress

Now is the time to take action. If the actions and commitments to inclusive leadership are unclear, take time to get clarity. Tap into support, whether a coach, community, or therapist, to help clear blockages that prevent action. Decide today on the steps to take in support of continuing to make the workplace inclusive. For example, author James Clear says committing to a 1% change will yield great dividends with time. So, look inwards, amid swirling headlines, fear of legal ramifications, and changing priorities, what’s one thing inclusive leaders can do to help to stay on the inclusive leadership journey? Read a book on any of the topics causing unease. For example, let’s choose fear. I always recommend Feel The Fear And Do It Anyway by Susan Jeffers to my clients when faced with crossroads and big decision-making. Adaptive and technical challenges are discussed in the timeless book Leadership On The Line by Ronald A. Heifetz and Marty Linsky. Adaptive changes can be difficult, encounter resistance, and require a long time to solve. Technical challenges are the opposite. This book is another resource worth exploring for solutions, as the content includes leadership strategies for dealing with politics and uncertainties.

Conclusion

Inclusive leaders must prioritize continuous education, embrace communities, and get support to navigate the challenges of the current times. This article has provided strategies for inclusive leaders to leverage in these challenging times to stay the course and meet the needs of the diversity and complexity of the workplace. Remember, knowledge is power, and inclusive leaders must be prepared to face the many stakeholders that beckon response. By building awareness, seeking support, and staying proactive, inclusive leaders can overcome the pushback around inclusion and create a more inclusive workplace.

FAQs

• What are some strategies for inclusive leaders to leverage in these challenging times?
  • Prioritize continuous education to build inclusive leadership skills
  • Embrace communities to tap into support for the inclusive leadership journey
  • Get support to move towards action to support inclusive leadership progress
• How can inclusive leaders build their leadership toolkit?
  • Through ongoing training opportunities
  • By seeking and utilizing training opportunities to enhance their confidence and awareness
  • By learning how to navigate in spaces that may unwillingly prioritize exclusion and shun the efforts to create an inclusive workplace
• What are some resources for inclusive leaders to explore?
  • Workshops by Verna Myers and Dr. Mary Winters
  • Book "Feel The Fear And Do It Anyway" by Susan Jeffers
  • Book "Leadership On The Line" by Ronald A. Heifetz and Marty Linsky