Target scraps DEI policies as corporate ‘Wokeness’ faces backlash

Target has announced a dramatic reversal of its diversity, equity, and inclusion (DEI) policies, marking a significant shift for the retailer once celebrated for its advocacy of LGBTQ and minority rights.

This move aligns with a growing trend among major corporations as “woke” initiatives face mounting backlash.

The Minneapolis-based retail giant revealed on Friday that it is “concluding its three-year diversity, equity and inclusion goals” and will no longer participate in the Human Rights Campaign’s Corporate Equality Index. An internal memo obtained by The Post confirmed the decision.

Scaling Back DEI Initiatives

Target is also scrapping a program aimed at increasing products from Black- and minority-owned businesses. This comes after customer outrage over LGBTQ-themed children’s clothing collections hurt sales during Pride Month. Kiera Fernandez, Target’s Chief Community Impact and Equity Officer, framed the decision as a strategic adjustment to the “evolving external landscape.”

“As a retailer serving millions daily, we must align with changing dynamics to drive growth and win together,” Fernandez said in the memo.

Broader Corporate Backlash Against DEI

Target’s shift mirrors similar retreats by major brands like Walmart, McDonald’s, and Meta, all of which have faced pressure from conservative activists. The rollback of DEI policies follows a 2023 Supreme Court decision rejecting race-based affirmative action in college admissions, emboldening critics to challenge corporate diversity initiatives.

Prominent conservative figures have claimed victory, including activist Robby Starbuck, who celebrated Target’s reversal on social media. “Big win coming,” Starbuck posted on X (formerly Twitter), signaling growing momentum against DEI efforts in corporate America.

The Political Landscape Adds Pressure

After the 2020 Black Lives Matter protests, many U.S. companies expanded diversity efforts, including Target. However, political shifts have put such programs under scrutiny. President Trump has intensified the debate, signing an executive order to dismantle federal DEI mandates on his first day in office. The order also placed federal employees working on DEI initiatives on paid leave.

A Turning Point for Corporate America?

Target’s decision underscores a larger trend of companies distancing themselves from DEI-focused branding amid fears of customer backlash and legal challenges. With over 400,000 employees and nearly 2,000 stores nationwide, the retailer’s pivot could signal a broader cultural shift across industries.