Florida Sues Target Over DEI and Pride Initiatives, Claims Retailer Misled Investors

Florida Attorney General James Uthmeier has filed a federal lawsuit against Target, accusing the retail giant of misleading investors by promoting diversity, equity, and inclusion (DEI) initiatives that allegedly led to financial losses.

The lawsuit, filed Thursday in Fort Myers, argues that Target violated the Securities Exchange Act by failing to disclose the financial risks associated with its DEI and Pride Month campaigns. The retailer, long known for supporting Black and LGBTQ+ communities, faced backlash in 2023 after rolling out Pride merchandise, prompting some customers to boycott and confront store employees.

“Corporations that push radical leftist ideology at the expense of financial returns jeopardize the retirement security of Florida’s first responders and teachers,” Uthmeier said in a statement. “My office will stridently pursue corporate reform so that companies get back to the business of doing business—not offensive political theatre.”

Uthmeier, a recent appointee of Republican Governor Ron DeSantis, has pledged to use his office to fight against what he calls “the left.” Target has not responded to the lawsuit.

The lawsuit follows Target’s decision in January to scale back its DEI programs, including a high-profile initiative supporting Black employees, shoppers, and businesses. Target implemented these efforts in response to the 2020 police killing of George Floyd but has since faced growing conservative opposition.

The retailer isn’t alone in facing legal and political pressure over DEI policies. Earlier this month, Missouri’s attorney general sued Starbucks, accusing the company of discriminatory hiring and promotional practices based on race, gender, and sexual orientation—allegations Starbucks has denied.