NEW YORK — Target, the discount retailer based in Minneapolis, announced on Friday its decision to reduce its diversity, equity, and inclusion (DEI) initiatives, following in the footsteps of competitors like Walmart and several other major American brands which have faced criticism from conservative activists, including voices from the current administration.
The adjustments to its “Belonging at the Bullseye” strategy will lead to the discontinuation of a program that was designed to aid Black employees in establishing significant careers, enhance the shopping experience for Black customers, and support Black-owned businesses. This initiative was created as a response to the police killing of George Floyd back in 2020. Target stated that the termination of this racial program was already planned for this year.
With nearly 2,000 outlets and a workforce exceeding 400,000, Target revealed that it would also abandon its previously set three-year DEI objectives. These goals aimed at increasing hiring and promotions for women and individuals from racial minority groups, and expanding the recruitment of diverse suppliers, including businesses owned by people of color, women, LGBTQ+ individuals, veterans, and those with disabilities.
Historically, Target has been a robust supporter of the rights of Black and LGBTQ+ communities. In a message to employees, Kiera Fernandez, Target’s chief community impact and equity officer, referenced the latest DEI decisions as a “next chapter” in the company’s long-standing commitment to fostering “inclusive work and guest environments that welcome all.”
Fernandez elaborated that “years of data, insights, listening, and learning” have steered this next evolution in their strategy, acknowledging that Target, which engages millions of customers daily, must adapt to the changing societal landscape today and for the future.
The civil rights environment within the United States has evolved significantly in the five years since corporate America largely committed to DEI measures in reaction to the Black Lives Matter demonstrations following Floyd’s death. A ruling by the U.S. Supreme Court in 2023 that abolished affirmative action in college admissions has further encouraged conservative groups to challenge or threaten legal actions against corporate DEI initiatives.
Numerous well-known brands, including Walmart, McDonald’s, Ford, Harley-Davidson, and John Deere, have suspended or scaled back their DEI commitments in recent months. Echoing these sentiments, President Donald Trump recently voiced his administration’s agreement with conservatives who maintain that policies aimed at enhancing minority representation by taking into account factors such as race, gender, and sexual orientation are unconstitutional.
On the first day of his presidency, Trump issued an executive order aiming to eradicate DEI programs from the federal government, calling for the cessation of all related mandates and policies, as well as a comprehensive review of current employment practices and training programs.
Conversely, some major corporations are resisting external pressures to withdraw from their diversity commitments. For instance, shareholders at Costco recently rejected a proposal that suggested the wholesale retailer evaluate the potential risks of its DEI practices. Preliminary reports indicated that over 98% of Costco shares voted against this proposal advocated by a conservative think tank, with Costco’s board recommending a no vote.
Similarly, Apple’s board and JPMorgan’s CEO have reiterated their commitment to safeguarding their companies’ DEI efforts. Target’s approach to cultivating a more inclusive workforce predates 2020, and the company has long been recognized for its commitment to LGBTQ+ inclusion.
However, the memo disclosed on Friday indicated that Target would cease its participation in surveys aimed at measuring the efficacy of its initiatives, including the annual index managed by the Human Rights Campaign, an organization dedicated to LGBTQ+ rights. Additionally, Target intends to reassess corporate partnerships to better align them with business goals, although it has opted not to provide specifics.
Efforts to persuade corporations to back out from the Human Rights Campaign’s Corporate Equality Index and halt sponsorship of Pride events have been on the agenda for DEI critics. Target has been attempting to navigate potential backlash from conservative consumers and organizations for some time. During the escalation of transgender rights discussions in 2016, Target proclaimed that “inclusivity is a core belief at Target,” affirming support for transgender employees and customers to use restrooms and fitting rooms that correspond with their gender identity.
However, facing backlash from customers threatening boycotts, the company announced that it would increase the number of stores offering lockable single-toilet bathrooms. Furthermore, in 2023, Target pulled certain Pride Month merchandise from its shelves following online complaints and in-store incidents that the company said jeopardized employee safety. Last year, Target decided against stocking Pride Month items in every U.S. location.