John Leguizamo Backs Black, Latino Boycott of Target
Stand with communities raising wallet power to demand fair hiring and DEI accountability!!
Pratibha holds a master's degree in English from Madras University. A bookworm from a young age, she devours books and digital humanities to nourish her writing projects. Pratibha began her writing career in 2018 and has experience writing formal, informal, and technical content.
Read full bio of Pratibha
Image: Instagram
John Leguizamo, the Emmy-nominated actor and comedian, has stoked a fresh conversation around corporate diversity and inclusion after sharing a passionate call for a boycott of Target on his Instagram account this week. In a post that quickly gained traction, Leguizamo urged Black and Latino consumers to flex their spending power in protest of what he described as failures in Target’s DEI commitments. His intervention on a mainstream brand’s platform highlights a growing trend: celebrities wielding social media to support consumer-led accountability.
A Viral Call To Action
On May 27, Leguizamo’s Instagram feed lit up with a bold graphic and a fiery caption: “Do not mess with us! You hurt DEI we hurt you where it really hurts in the wallet! Black and Latinos boycott hurt Target! Latino freeze was instrumental and black organist def! Keep it up guys! They can’t have a successful economy without us! Keep organizing and uniting! Together we are a force to reckon with! DONT SPEND YOUR MONEY 💵 WHERE THEY DONT HIRE US!!!” Within hours, the post racked up thousands of likes and shares, as fans and fellow activists echoed the call. The phrases “Latino freeze”—a pledge for Hispanic shoppers to pause all Target purchases—and the “black organist def,” shorthand for strong community organizing, captured the spirit of a unified economic protest.
Why Consumers Are Pushing Back
The boycott taps into growing frustration among minority shoppers over perceived gaps between corporate DEI promises and real-world impact. According to NielsenIQ, Black and Latino households contribute roughly $2 trillion in annual U.S. consumer spending combined—nearly one-quarter of total retail sales. Organizers from groups such as NAACP and UnidosUS have signaled support, pointing to a series of internal changes at Target, including cuts to its diversity office and a lack of clarity on representation among senior executives. Criticism intensified after a recent employee survey reportedly revealed concerns about equitable advancement opportunities.
Supporters of the boycott argue that withholding purchases sends a clearer message than petitions alone. “This movement reminds companies that diversity isn’t a footnote—it’s fundamental to their bottom line,” said a spokesperson at UnidosUS in a public statement. With hashtags like #WalletPower and #DEIAccountability trending online, consumers are also tracking their spending freezes and sharing updates to maintain momentum.
Leguizamo’s Activism Track Record
This isn’t the first time Leguizamo has used his platform to spotlight social issues. The Brooklyn-born performer, celebrated for roles in “To Wong Foo, Thanks for Everything! Julie Newmar” and for earning Emmy and Golden Globe nods for his portrayal of Pedro González in Netflix’s “When They See Us,” has long woven cultural commentary into his art. His Tony-nominated one-man show “Latin History for Morons” offered a pioneering look at Latino contributions to U.S. history, and in April he fired off an Instagram critique of federal refugee policy: “Oh I get it! It’s an only whites refugee program not Latinos or blacks need apply! Nice 👍🏽 going Trump! So fair and equal and definitely not DEI!”
Since bursting onto television screens on “In Living Color” in the 1990s, Leguizamo has blended humor with social critique. During the 2020 racial justice protests, he used his social media following to promote voter registration and amplify Black Lives Matter demonstrations. And just last month, he honored his mother’s decades of community organizing on Instagram, praising her fight for school funding and environmental justice in Queens—another reminder that Leguizamo’s advocacy is rooted in personal history as well as professional platform.
Off-stage, Leguizamo is placing another bet on theater. He recently announced that his play THE OTHER AMERICANS will be part of The Public Theater’s 2025–26 season, promising audiences a fresh perspective on the Latino experience. “You’ve never seen anything like it,” he wrote, urging followers to share the announcement ahead of ticket sales in June. Through comedy specials, Hollywood roles and stage work, Leguizamo continues to champion representation—reminding industries that meaningful change demands ongoing pressure.
What’s Next For The Boycott
As of this writing, Target has yet to respond directly to Leguizamo’s Instagram challenge. Consumer advocacy experts say the test will be sustaining momentum beyond a viral trend. Organizers are planning local meetups and weekly social media updates to track progress, while analytics firms monitor retail earnings for any evidence of impact. Major brands face growing scrutiny over diversity metrics, and the fallout from this boycott could set a precedent for shareholder reports and public accountability.
By turning a corporate DEI conversation into a powerful economic message, John Leguizamo and grassroots activists are showing that consumer dollars can be as persuasive as celebrity endorsements. The combined financial sway of Black and Latino communities may well reshape how major retailers address diversity, one purchase—or one boycott—at a time.
Trivia
Read full bio of Pratibha
