Owners of brands who were once championed by Target before the big-box retailer rolled back DEI efforts say a boycott would do more harm than supporting their brands would.

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

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,