Target Unveils New Feature To Identify Black-Owned Brands

The protests erupting all over the country in light of a recent string of Black people dying at the hands of police officers has created new dialogue around race relations in the U.S. and various other countries. As a result, many institutions, public figures, and major corporations have taken major steps to promote Black voices and brands through numerous business funds and initiatives. This week, Target announced that it will be implementing a new digital badge to help shoppers identify Black-owned brands.

Target made the announcement on its Instagram as a part of its initiative to help Black-owned brands within the store thrive. The new feature shows a small beige badge decorated with multiple shades of brown and beige hearts to identify all Black-owned businesses in its online store. Customers will be able to locate the badge within the product details section and the “at a glance category.”

The company decided to make the badge after reviewing a recent customer survey. The current names they carry from Black entrepreneurs include Cantu, Shea Moisture, The Honey Pot, The Lip Bar, and Black Girl Sunscreen.

“We have carried a number of Black-owned brands for years and continue to listen to guests to ensure we offer a compelling and relevant assortment that supports our guests’ needs,” said the company in a statement according to Allure. “Based on what our guests are searching for, we have started to implement icons online to help our guests find and support Black-owned brands and founders when they shop online.”