Target, one of the largest retailers in the United States, announced Friday that it will scale back its diversity, equity, and inclusion (DEI) initiatives, including a program specifically designed to support Black employees and promote Black-owned businesses. The company said these changes mark a shift in its approach to inclusivity and are part of a “next chapter” in its DEI strategy.
In a memo to employees, Kiera Fernandez, Target’s chief community impact and equity officer, described the decision as part of a broader effort to adapt to external factors. Fernandez wrote, “Many years of data, insights, listening and learning have been shaping this next chapter in our strategy. As a retailer that serves millions of consumers every day, we understand the importance of staying in step with the evolving external landscape, now and in the future.”
Among the initiatives being phased out is a program launched in 2020 following the police killing of George Floyd. The program aimed to help Black employees build meaningful careers, improve the experience of Black shoppers, and promote Black-owned businesses. Target also confirmed it will discontinue its broader DEI goals, which were previously set in three-year cycles. These goals included increasing hiring and promotions of women, racial minorities, LGBTQ+ individuals, and people with disabilities, as well as expanding partnerships with diverse suppliers.
The announcement follows a broader trend among major American corporations that have scaled back their diversity initiatives amid criticism from conservative activists and legal challenges. DEI programs have increasingly come under fire, particularly after the U.S. Supreme Court’s 2023 decision outlawing affirmative action in college admissions. That ruling has encouraged conservative groups to target corporate DEI programs, arguing that policies prioritizing race, gender, and sexual orientation are discriminatory.
Trump recently added fuel to this debate, signing an executive order to eliminate DEI initiatives across the federal government. The order includes plans to revoke existing mandates, revise employment practices, and end policies that prioritize historically marginalized groups.
Target’s decision also highlights the challenges companies face as public sentiment around DEI programs becomes more polarized. Once considered trailblazers in advocating for Black and LGBTQ+ communities, corporations like Target now find themselves navigating backlash. The company has faced increased scrutiny over its inclusivity efforts, including criticism from conservative groups and boycotts from customers.
In 2016, Target became a vocal advocate for transgender rights, declaring that employees and customers could use restrooms and fitting rooms aligned with their gender identity. The move sparked significant backlash and threats of boycotts, prompting the retailer to add single-occupancy restrooms in more stores as a compromise.
In 2023, Target removed some of its Pride Month merchandise following online complaints and in-store confrontations that the company said jeopardized employee safety. Target also decided not to stock Pride products at every U.S. location, limiting their availability to select stores.
Target has also announced it will no longer participate in surveys meant to evaluate its diversity efforts, including the Human Rights Campaign’s Corporate Equality Index. The company said it plans to evaluate corporate partnerships to ensure they align with its business goals, though it declined to provide specifics.
Other companies, including Walmart, McDonald’s, and Ford, have also scaled back their DEI efforts in recent months, citing legal and cultural pressures. Still, some organizations, like Costco and Apple, have resisted such moves. This week, Costco shareholders overwhelmingly voted to reject a proposal to scale back the company’s DEI practices, with more than 98% voting against the measure.
