George Floyd's murder led to promises that businesses like Target have forgotten | Opinion
The rollback of corporate promises sends the message that Black lives matter only when cameras are on - and when it's convenient.
When George Floyd was murdered by a Minneapolis police officer five years ago, on May 25, 2020, it was impossible to ignore. The video footage was devastating. The public outcry was global. And suddenly, corporate America – long silent on issues of racial injustice – found its voice.
Statements were released. Donations were pledged. Diversity, equity and inclusion (DEI) roles were created. Target, one of the most prominent corporations headquartered in Minnesota, became a symbol of this shift. It publicly affirmed that Black lives matter. It committed to racial equity. It leaned into a new era of corporate accountability.
But today, much of that momentum has quietly evaporated.
In recent months, Target has scaled back its commitment to diversity, equity and inclusion initiatives and backed away from public engagement around these issues. I’ve spoken out about this in several Paste BN articles, and I’ve heard from many community members who feel abandoned and disillusioned.
Target is not alone. Across the country, companies that made bold declarations in 2020 are walking them back – either in response to political pressure, economic uncertainty or the passage of time. But we must be clear: the retreat is not neutral. It sends a message. And the message is that Black lives only matter when the cameras are rolling and it's convenient.
We are still organizing. But it's notable who's missing from the conversation.
I live and work in Minneapolis. I led protests after Floyd’s murder. I’m a civil rights attorney who has taken legal action and helped shape public policy in the wake of that tragedy. But I am also a mother. A consumer. A leader who has watched as corporations profited off the language of justice, only to abandon the cause when it became inconvenient.
We are still grieving. Still organizing. Still pushing for structural change. But it’s hard not to notice who’s missing from the conversation.
Corporate accountability isn’t just about statements – it’s about consistency. It’s about aligning internal values with external commitments. And it’s about standing with communities long after the headlines have faded.
Floyd’s murder was not a branding opportunity. It was a national shame. And the promises that followed were supposed to signal a different kind of future – one in which corporations used their power to disrupt inequality, not just sidestep it.
If Target and companies like it want to retain the trust of the communities they claim to serve, they must do more than issue press releases and pose for photo ops with religious leaders. They must listen. Invest. Reflect. And stay the course – even when it’s politically difficult.
The five-year anniversary of Floyd’s murder is not just a time for remembrance. It’s a test. Will we honor the commitments made in the heat of crisis? Or will we retreat into silence and performative neutrality?
Black communities are watching. And we will remember.
Nekima Levy Armstrong is an award-winning civil rights attorney, activist, author, and former president of the Minneapolis NAACP. She frequently speaks on national news outlets about racial justice advocacy and public policy.