A 40-day boycott of Target is underway. It calls for supporters to give up shopping at the Minneapolis-based company during Lent. The boycott comes after Target announced that it would phase out a handful of diversity, iquity and inclusion, or DEI, initiatives. They followed several other corporations who made similar moves. But will the boycott make a dent on profit?

Joining Minnesota Now to explain is Aaron Sackett. He’s a marketing professor at the University of St. Thomas, with an expertise on consumer behavior.