Target Hit with Lawsuit Alleging It Misled Investors About DEI Risks

Target is facing a shareholder lawsuit alleging that the company misled investors about the risks of its Diversity, Equity, and Inclusion (DEI) initiatives and broader social policies, which allegedly led to customer backlash and a sharp decline in the retailer’s stock price. The lawsuit, filed on Friday in a Florida federal court, accuses Target, CEO Brian Cornell, and other executives of failing to disclose the financial risks associated with the company’s Environmental, Social, and Governance (ESG) strategies and its 2023 Pride Month campaign.

The lawsuit, led by the City of Riviera Beach Police Pension Fund, claims that Target’s stock price was artificially inflated, and that investors unknowingly supported the company’s alleged misuse of funds for political and social causes. According to the complaint, consumer backlash over these policies—including the controversy surrounding Target’s Pride merchandise—caused a drop in sales and store traffic, ultimately leading to a 22% decline in stock price on November 20, 2024, wiping out approximately $15.7 billion in market value.

Target’s financial performance reportedly lagged behind competitors like Walmart, with shareholders arguing that the company’s struggles were tied to continued fallout from its social initiatives. The lawsuit was filed shortly after Target announced on January 24, 2025, that it would be scaling back DEI programs, including a program supporting Black-owned businesses, which was launched following George Floyd’s murder in 2020.

Target is one of several major corporations, including Walmart and Amazon, that have recently pulled back on DEI and ESG commitments following political pressure and criticism, particularly from conservative groups and figures like former President Donald Trump.

The lawsuit seeks damages for investors who purchased Target stock between August 26, 2022, and November 19, 2024, alleging that the company failed to be transparent about the potential financial consequences of its social policies.