The Yoga of the Target Boycott
Boycotts and Brahmacharya
Recent articles about how Target sales and stock price have continued to slump as consumers maintain their disapproval of Target’s erasure of DEI programs have me thinking about a particular aspect of yoga.
For many folks, Target is a lifeline. It’s affordable, it’s convenient, we like being there, it’s a whole vibe. They make a high quality sports bra that costs less than $40. Sign me up. Wandering around Target to specifically buy items I don’t need has been a legitimate relaxing weekend hobby for me.
I am impressed and delighted that the boycott that kicked off on the February 28 economic blackout day has been sustained. The DEI programs have not yet been restored and folks know that it’s long-term pain to giant retailers that may truly affect change…but a magical side effect of this effort is that we may also be changing our habits.
Maybe we are realizing how much money we’re saving and that we’re still us without those purchases: our lives are not worse because we didn’t buy another water bottle or pajama set or drawer organizer system. Maybe, we’re waking up to the fact that our impulse purchases don’t actually make us happier, despite the promises of capitalism. While we may feel soothed by the balm of a Target haul in the moment, we remain the same person with the same struggles a few hours later. It didn’t really fix anything. So is it really “self-care” to treat ourselves to that new travel mug? The nourishment we think we’re offering ourselves is pretend. Why are we buying all of this stuff for a temporary high?
Enter Brahmacharya, or Non-Excess. Brahmacharya is the 4th Yama, or restraint. The Yamas (restraints) and Niyamas (observances) are the first 2 (of 8) limbs of yoga. They are the ethical framework for living a yogic life in pursuit of personal liberation. The 5 Yamas recommend what we should refrain from, and the 5 Niyamas suggest what we should do. (Note that these 2 limbs come even before Asana - the physical postures - which most people commonly associate with being “yoga.”)
Non-Excess means we do not take more than we need and we value what we have as sacred. Non-Excess reminds us to not look to external factors to create our own happiness. Buying another skincare product (even on sale) does not bring us true contentment or peace.
Non-Excess does not require us to deprive ourselves, but instead offers a middle way between austerity and over-consuming. When we honor what is in front of us with present moment awareness, we may recognize the beauty and abundance all around us. What if we gently practice letting go of the stories our mind creates about “what I need/I need more” and shift into a knowing that “this is enough?”
When we show gratitude for what we have and are more clear about what we actually need, we can trust that we have enough, and what we need will be provided. (This is not to dismiss the legitimate needs of food, shelter, safety, healthcare, income, dignity, etc. for all human beings. I am not saying that those living in poverty, in war, or without a true social safety net should bypass their serious needs and struggles and be just grateful for the splendor of the earth. If anything, Excess and the hoarding of wealth is the root cause of the injustice of poverty.)
Non-Excess encourages us to be aware of the sacredness of life and the earth. When we hold what we have as sacred, we are less likely to seek overindulgence - because we know we already have enough. And when we do make an intentional, mindful purchase, it’s all the more rewarding and pleasurable.
Who would have thought that the decision of Target executives would help so many of us to realize that amassing more or hoarding more will not truly make us feel better, solve our problems, or bring us peace?
We have a lot of stories in our minds about what we need and want - and it’s challenging to separate those mind-stories from our actual body needs. This is part of being human and it is the work of our yoga. Brahmacharya is a practice that will help with this aspect.