In a significant shift, Target announced on Friday its decision to scale back its diversity, equity, and inclusion (DEI) programs. The move includes ending three-year DEI goals, ceasing participation in external diversity-focused surveys, and reevaluating partnerships with diversity-oriented organizations.
“We are evolving our strategy based on years of data, insights, and listening,” said Kiera Fernandez, Target’s chief community impact and equity officer, in a memo to employees. Fernandez emphasized the retailer’s need to adapt to the “evolving external landscape” to drive growth and customer connection.
Target Changes Reflect Broader Corporate Trends
Target’s rollback mirrors a growing trend among major corporations, such as Meta, Walmart, and McDonald’s, which have adjusted or discontinued DEI efforts amid increasing political and public scrutiny. This shift is partly influenced by conservative activism, legal challenges, and a polarized political climate.
Despite these changes, Target reiterated its commitment to fostering inclusion. “We recruit and retain team members who represent the communities we serve and fuel a culture where everyone has access to opportunity and growth,” the company said in a statement.
Target’s decision also follows a history of backlash. The company faced criticism over its Pride Month merchandise in recent years, leading to a reassessment of related initiatives. CEO Brian Cornell acknowledged in 2023 that controversy surrounding these efforts contributed to weaker quarterly sales.
A Legacy of DEI Work
Target had expanded its DEI efforts significantly after the 2020 murder of George Floyd, which occurred near the company’s Minneapolis headquarters. At the time, Target pledged to increase Black employee representation by 20% and committed $2 billion to Black-owned businesses by 2025. The retailer also supported social justice groups with a $10 million donation.
However, as the political climate surrounding DEI initiatives becomes increasingly contentious, Target appears to be recalibrating its approach. “We understand the importance of staying in step with the evolving external landscape,” Fernandez said, signaling a balance between meeting diverse customer needs and navigating political pressures.
The impact of these changes remains unclear, but the move has already drawn mixed reactions. While some critics applaud the rollback, others worry it could undermine progress in workplace equity and representation.
Target’s updated strategy reflects the challenges companies face in aligning social values with business priorities in an increasingly divided landscape.