Wisconsin-Based Brands Face Fresh Boycotts Over DEI Initiatives
Several major consumer brands with deep ties to Wisconsin are coming under fire from conservative activists over their commitments to diversity, equity, and inclusion (DEI). Target, Kohl’s, the Milwaukee Brewers, and the Milwaukee Bucks are among those facing calls for boycotts ahead of Pride Month this June, marking a renewed backlash against corporate DEI strategies in the FMCG and retail sectors.
The boycott push is being spearheaded by groups skeptical of corporate messaging around LGBTQ+ inclusion and racial equity, accusing brands of catering to ideological agendas rather than consumer needs. Critics argue these initiatives stray from business fundamentals and alienate conservative consumers.
This is not the first time Wisconsin-based companies have faced this kind of pressure. In 2023, Target encountered widespread backlash—including protests and product vandalism—over its LGBTQ+-themed Pride merchandise displays. The controversy led the retailer to scale back its in-store Pride collections in select locations, citing concerns for employee safety. These decisions triggered disappointment from progressive and LGBTQ+ advocacy groups, highlighting the risk of reputational strains from both sides of the political aisle.
Kohl’s, another prominent Wisconsin-rooted retailer, also faced similar calls for boycotts last year after releasing Pride-themed clothing for children. Industry analysts observed that these pressures were contributing to hesitancy among brands in how they approach DEI-related campaigns, particularly during high-visibility months like June.
In the FMCG space, brands must now weigh the reputational cost of aligning with or distancing from social causes. The consumer polarization around DEI means product and marketing decisions are increasingly subject to political interpretation, making stakeholder communication more complex.
While some brands have reaffirmed their DEI commitments in the face of criticism, others are opting for lower-key activations or reframing their messaging to focus on broader values such as inclusion and belonging. With the 2024 election cycle expected to heighten political sensitivities, industry leaders are taking a cautious approach to purpose-driven marketing.
For retailers and FMCG companies, the growing scrutiny underscores the importance of navigating cultural messaging with both authenticity and operational foresight—recognizing that brand values are now as important as brand value in the eyes of many consumers.