In an Instagram post Thursday, Target said it would invest $2 billion in Black-owned businesses by 2025. But it didn’t get off to a good start. The post’s visual look appears to co-opt the branding of a Black-run organization
Target doesn’t support.
The post resembles the branding of a nonprofit organization called the 15 Percent Pledge, which asks brands to commit 15% of their total spending power to Black-owned businesses.
Target actually has nothing to do with the 15 Percent Pledge. In fact, Target declined to join the pledge, even though the organization has repeatedly called for Target’s support since last June. Target spokesperson Joshua Thomas denied the allegation that it copied the 15 Percent Pledge’s branding, saying that Target’s creative treatment for the announcement, “did not take inspiration from any third party in its creation.”