Looking For Alternatives to Amazon and Target? Here Are Some That Might Better Align With Your Values

There’s been a ton of chatter in the first few months of 2025 regarding companies either leaning into or pulling away from their diversity, equity and inclusion programs—or DEI—that have been in place at the very least since 2020, but in some cases decades. There have been boycotts both ways, and while there is so much to get into about this specific topic, it’s also quite the mine field that I’m not necessarily an expert in. However, I am quite literally an expert in shopping, and as a woman of color married to a Black man, who also had a brother with severe disabilities, DEI from a purchasing perspective hits very close to home for me.

And look, Amazon has long held a reputation for “these people are crap, don’t shop here” and admittedly, I kept shopping there. It was SO EASY to just pick up my phone, click a few buttons, and boom, whatever I bought was on my doorstep sometimes as soon as later that same day. As a working mother of a young child, it’s hard to beat that level of convenience. But to what end?

Then came Target. Boy did that one hurt. Target has long been “the good one” in terms of big box stores. I haven’t shopped at a Walmart in maybe as long as a decade, but Target, I felt mostly good about that one. They felt like a pillar of their community, but their roll back of their DEI programs really got me, and I haven’t shopped there since the end of January. It’s been really freaking hard, and not to mention inconvenient because in a world where most people shop online (at these very places), it can be hard trying to find what you need NOT at places like Target or Amazon (please, someone tell me where to buy a flat outlet extender cord PLEASE!).

And to top off the complexity of it all, I’ve also heard the argument lately that boycotting stores with DEI rollbacks only hurts the workers. Or in the case of Amazon, boycotting them isn’t going to screw Amazon, but rather the small storefronts selling their goods on the mega marketplace. Yes, I could see that, but I wasn’t sure what to do. I remembered that my husband’s cousin, Monique Little, is the founder and CEO of hair accessories company YGN (You Go Natural) that sold through Target, so I wanted to get her perspective as both a Black woman and a company owner directly affected by this. Here’s what she said:

“We actually lost our contract with Target in the midst of the DEI stuff. We were definitely hitting our sales targets, but did have some trouble shipping toward the end of last year. We had a 2025 PO [purchase order] but it was pulled right before the DEI announcement. My guess is since there was no DEI initiative there to support it, they had no reason not to pull the order.” Well…that freaking sucks.

She adds: “Honestly, it depends what your individual stomach is for causing selective pain to brands in support of the greater good. For some, those large contracts are all they have and to lose them as a result of the political climate could mean immediate loss to small business owners and their employees. If the goal is simply to support BIPOC brands (as opposed to making a larger statement about DEI), I’d say go ahead and make targeted purchases within the stores to support them.” Better yet? Buy directly from the brands if they offer that, though keep in mind that some do not, and their products in places like Target and Amazon are their only line of revenue.

That said, if you’re looking for places to spend your dollars that are aligned with values that support diversity, equity, inclusion and just a general sense of “better,” I found 17 places to do just that.

One caveat I want to include before continuing with the list. When I say “better”, I realize that’s going to be different for everyone. Today’s post is solely focused on diversity, equity, and inclusion (with two sort-of exemptions). Companies are complex, and everyone’s threshold for their own social justice leanings and political preferences are different. Almost no brand or company is perfect by any means (if you know of one, please let us all know). The best answer for “Everywhere sucks now, where should I spend my money” may look one way to me, but another to you. Local mom-and-pops are great, but how much do you know about the owners? Second-hand and vintage purchasing is awesome from an eco-conscious perspective, but what if the person you’re buying from doesn’t align with your values? You’ll likely never know any of this. All of that to say, it’s not so straight-forward. But it’s in my heart right now to spend my money on products that don’t directly support something that goes against my very person. “Don’t shop where they wouldn’t hire you,” I often hear.

Okay, let’s go:

Cleaning & General Home Goods

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Blueland: Blueland sells earth-friendly and nearly plastic-free cleaning products with a focus on sustainable and concentrated refills rather than adding constant empty bottles to the landfill. In terms of diversity, I found on their site that this B Corp proactively supports and spends with Black-owned businesses and brand partners, gives each of their team members paid time off for political and civic engagement, and makes diversity a priority in every hiring decision.

Public Goods: I have a membership to Public Goods and even I forgot how much they offer. It’s all white-labeled “generic” stuff, but it’s all very good. Plus, the prices are really fair (and members get 20% off, on top of that). You’ll find cleaning stuff, kitchen and dining goods (I have these cutting boards and love them), home products such as bedding and bath and even planters, beauty products, pantry staples and coffee. It’s awesome. Also awesome? Their dedication to sustainability and thoughtful consumption. I couldn’t find anything in my research specifically about their DEI impact (which sucks), but at the very least, I wanted to present them as an option for everything else they stand for.

Grove Collaborative: Another site that I need to add to my bookmarks for more regular shopping because they’re fantastic not just from an environmental impact perspective but also for their dedication to social impact. They have cleaning supplies and essentials, personal care products, vitamins, even things for babies like diapers and bathing products. A certified B Corp, Grove Collaborative provides grants for increased diversity, equity, and anti-racism initiatives led by their “Diversity & Inclusion squad.” Most of the information I could find on them dated back to 2020, but I haven’t read anything since about rollbacks on their commitments.

Food & Snacks

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Thrive Market: If you tend toward fulfilling pantry staples and snacks from Amazon, Thrive Market might just be up your alley if you’re looking for a better alternative (bonus points if you prefer organic and non-GMO). In terms of inclusion, Thrive has established employee groups like the Black Thriver Union, which aims at offering a safe space for BIPOC employees and allies to engage. They also have a partnership with the Pride Pantry to support food equality within the LGBTQIA+ community and beyond.

Imperfect Foods: I know it feels like literally everything is a monthly subscription these days, but I was always happy with my Imperfect Foods box when I got it. Their pricing was great, and I felt good about saving hundreds of millions of pounds of food from waste because they were less than perfect (hence, not deemed sellable by grocery stores). I also feel good about supporting their “Grow With Us” program via my dollars, which addresses racial discrepancies between leadership teams and hourly associates. It promotes career growth and development opportunities within Imperfect Foods by offering a clear pathway for upward mobility within teams and even across departments.

Of course, supporting your local farmer’s market and any local farmer produce boxes as well as locally owned grocery stores puts the power in your hand to directly impact the people you want to support!

Books & Audiobooks

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Barnes & Noble: Good ol’ Barnes & Noble. While they may have ignored my application to work there in college, I won’t hold a grudge any longer as they’re doing things right. A few years ago, they partnered with Billie Jean King Enterprises, which works with organizations to improve diversity, equity, inclusion, and belonging. They also support independent bookstores by carrying independent books, books from small presses, university presses, and independent publishers, and by publishing independent books that allow independent authors to publish and gain access to online promotional opportunities.

Better World Books: Admittedly, I couldn’t find any specific information about the DEI efforts of Better World Books, but this B Corp is an amazing site to purchase new and used books that you can feel really good about. Every purchase you make from them directly contributes to donating books to hundreds of non-profit organizations. So far, they’ve been able to donate 38 MILLION books!

Libro.fm: I can’t believe I’m only just now finding Libro.fm, because it’s such a wonderful concept. Essentially, Libro.fm shares profits from your audiobook purchases (either a la cart or with one of their subscription models) with the local bookstore of your choice! It’s the convenience of a digital storefront and experience, but gives you the power to keep your money in your local economy. Plus, it’s 100% employee owned.

Bookshop.org: Another B Corp (of which DEI is central to achieving), Bookshop is very similar to Libro where you get the choice of a local bookstore to support with your purchase, but with tons of physical books and e-books, as well (as opposed to just audio books). Their platform gives independent bookstores tools to compete online and financial support to help them maintain their presence in local communities.

Furniture & Decor

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Wayfair: I have to be honest. I didn’t know much about Wayfair as a corporation until recently. As in, I’ve shopped there plenty of times, sing their jingles in my head nearly daily, but had no clue about their corporate commitments and efforts. It’s a good sign when they list out their DEI efforts first in their list of impacts, meaning they aren’t trying to hide anything. They also have their Wayfair Neighborhood Fund (according to their site, “a donor-advised fund sponsored by a national donor-advised fund program”) which was launched in 2023 to advance their social impact efforts for recommending grants to nonprofits focused on housing.

Uncommon Goods: I remember Uncommon Goods from around 15 years ago when it was a place to go for weird, off-beat things. But since then, it’s become a store to shop with yes, some weird and off-beat things, but plenty of other things for home, gifts, and life. They’re a certified B Corp, and have a Planet, People, Profit guiding light (in that order). Their website states that their starting pay for hourly team members is more than double the federal minimum wage, and have championed paid family leave in New York State where they are based, and will continue to fight the good fight in other states, as well.

Goodee: Goodee and Amazon may not be exactly synonymous but that doesn’t make it worthy of this list. We’ve written about Goodee a few times. It’s a highly curated marketplace where all the makers align on their environmental efforts and social impact. They’re mission is to create change by championing community, transparency, and sustainability from both their creators and consumers.

Etsy: Amazon may have the edge on fast and free shipping (duh), but Etsy takes it on artisanship. I don’t have to do much of an introduction here, because we all know Etsy, but on a corporate level, you can really feel good about supporting them. For instance, they’re working to achieve a Net Zero goal by 2040, and in the meantime, support carbon offsetting programs. They also have partnered with a company called EcoEnclose, which brings sellers packaging made from 100% recycled materials or certified responsibly sourced paper at competitive prices, helping them run more sustainable businesses. I also loved that when doing a quick Google search for Etsy, one of their first sublinks was “Black-Owned Shops”.

And don’t forget to check out Caitlin’s list of her favorite small business home decor shops, too!

Beauty

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Credo Beauty: We’ve written about Credo a handful of times on the blog over the years, but in case you aren’t familiar, it’s essentially like a Sephora but for only clean beauty vetted to a high standard. It’s great, so the next time you’re faced with a drawer full of empties and need makeup, skincare, haircare, and beyond, be sure to check them out. From an impact POV, Credo has an amazing annual accelerator workshop called Credo for Change which aims to empower college students who self-identify as historically underrepresented in the beauty industry, such as Black, Latino, Hispanic, Asian, and Indigenous individuals. From their site: “Our goal is to provide equitable opportunities to all individuals who want to help push our industry forward through clean and sustainable positive impact.”

Ulta Beauty: I’ll admit that Ulta doesn’t give me the same boutique shopping vibes as say, Sephora, but from an online shopping perspective as an alternative to Amazon, it beats out Sephora by also offering plenty of drugstore brands. Plus, Ulta supports True Colors United, a non-profit that helps eradicate homelessness that disproportionately affects the trans and LGBTQIA+ communities, in addition to a slew of other social and diversity-focused impact projects.

Home Improvement

Harbor Freight: I’ve actually read that The Home Depot gets a fairly good rating on their equity and inclusion, but for personal reasons, I tend to shop somewhere else if I can help it. The Harbor Freight that used to be near my previous home closed years ago, but I recently found one near(ish) by and am happy with their Goods Unite Us rating. Like some others here, I couldn’t find much in terms of DEI promises, but again, a good option if you have one near you!

All of the Above

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Costco: Costco has famously leaned into their diversity, equity, and inclusion stance after numerous rollbacks from other big box retailers. Not to mention, they just really take care of their employees. And in general, I’m typically fairly happy with the stuff I buy here, especially their store brand Kirkland Signature. I have towels and sheets that have stood the test of time, which can’t always be said about the ‘zon. I’ll gladly give them my $65 a year for our family membership.

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Please feel free to look up any of these on sites like Goods Unite Us or Opensecrets to see if they fully line up with your personal values. And if you have any other great larger marketplace-type shops that can help me, you and all of us break up with Amazon (or Target, etc.), please share in the comments. Thanks all!

Until next time…

The post Looking For Alternatives to Amazon and Target? Here Are Some That Might Better Align With Your Values appeared first on Emily Henderson.