Kai Cenat Facing Backlash For Partnering w/ Target Amid Ongoing DEI Boycott

Kai Cenat

Kai Cenat Facing Backlash For Partnering w/ Target Amid Ongoing DEI Boycott

Popular streamer Kai Cenat is catching heat online after teaming up with Target to debut his new personal care brand, Tone, all amid ongoing boycotts over the retailer’s rollback of DEI initiatives.

Social media users have slammed the Twitch star following his overnight livestream inside a Target store alongside members of his AMP crew. The 23-year-old has been labeled “socially unaware” and accused of ignoring communities of color that are taking a stand against the Trump administration’s attacks on diversity, equity, and inclusion programs.

Target has been facing major scrutiny from Black communities and leaders like Pastor Jamal Bryant, who launched the Target Fast after the company scaled back its DEI efforts. Bryant also weighed in on Kai’s endorsement, sharing a clip from the livestream and writing on Instagram:

“If @target would spend as much energy and resources meeting the demands of the Target Fast… as they are on influencers, paying preachers, and going to @essencefest, we would be further along.”

 

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Target, meanwhile, maintains that it’s still committed to inclusion. CEO Brian Cornell recently stated:

“Our commitment to opportunity for all and inclusion is unwavering… These values are foundational to how we serve our guests, support our team and grow our business.”

Still, critics feel both disappointed by Kai’s participation and frustrated by what they see as Target trying to distract from its DEI rollback by partnering with Black creators instead of addressing the core issue.

Do you think the backlash against Kai is warranted, or is he simply making business moves?