Anger at Target surged after it abandoned DEI programs, but Black-owned businesses that struggled to earn shelf space urged critics to focus on buying minority-owned companies' products instead.

Owners of brands that were championed by Target before it rolled back DEI efforts say a boycott would harm their brands, and encouraged customers to support them.

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. With the U.S. political climate trending right,