Despite the boycotts and bad press, #Target is still holding strong with #Hispan
By Mikeblack · April 22, 2026 · Curated by George's Blog
Despite the boycotts and bad press, #Target is still holding strong with #Hispanic consumers.
They actually hold a small lead (1 ppt) over #Walmart, according to Collage Group's latest analysis.
But it’s with Asian consumers where they really have the edge over Walmart.
They scored 10 ppts higher in cultural fluency with Asian consumers vs Walmart.
That advantage is being created through curated assortments (K-beauty, Asian pantry staples), culturally relevant merchandising and partnerships with Asian-owned brands and creators.
It's similar to the playbook they adopted for engaging Hispanic consumers, beginning a few years back.
Walmart, watch out:
Even amid broader perception challenges, Target’s ability to deeply resonate with specific growth audiences is still a real competitive asset.
For Target, the watch-out is obvious:
Weaker resonance with Black and White consumers puts them at a severe disadvantage to Walmart; it will take work to rebuild trust and advocacy with these #consumer segments.
Source: Collage Group Cultural Performance Matrix, April 2026, based on a survey of 4500 US consumers. See link in comments below. 👇