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.

Critics are calling for shoppers to boycott Target over its DEI policy reversal – but black-owned brands are asking customers to keep shopping at Target stores.

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.