Last Updated on April 27, 2025 by Bertrand Clarke

Target Corporation, a retail giant long celebrated for its progressive stance on inclusivity, is now at the center of a growing controversy following its decision to scale back diversity, equity, and inclusion (DEI) initiatives. The move, announced on January 24, 2025, has ignited a firestorm of criticism from community leaders, civil rights activists, and loyal customers, who argue that the retailer is abandoning its commitment to marginalized communities in favor of aligning with a broader anti-DEI corporate trend. As protests escalate and boycott campaigns gain momentum, Target’s leadership faces mounting pressure to address the fallout and redefine its role in a rapidly changing social and political landscape.

A Shift in Corporate Strategy

Target’s decision to phase out several DEI programs, including initiatives aimed at increasing Black employee representation, promoting Black-owned businesses, and enhancing the shopping experience for Black customers, has been framed by the company as a strategic pivot. In a memo to employees, Chief Community Impact and Equity Officer Kiera Fernandez described the changes as part of the “next chapter” in Target’s “Belonging at the Bullseye” strategy, emphasizing the need to “stay in step with the evolving external landscape.” The retailer also announced it would no longer participate in external diversity surveys, such as the Human Rights Campaign’s Corporate Equality Index, and would reevaluate corporate partnerships to ensure alignment with business objectives.

The move comes in the wake of broader political and legal shifts, including President Donald Trump’s executive orders in early 2025 directing federal agencies to terminate DEI programs and encouraging private companies to follow suit. Target is not alone in this retreat; major corporations like Walmart, Amazon, PepsiCo, and Meta have also scaled back DEI efforts in recent months, citing legal risks and pressure from conservative activists. A February 2025 report by the Associated Press noted that companies like Alphabet, McDonald’s, and Goldman Sachs have removed DEI-related language from their annual reports or eliminated specific diversity goals, signaling a seismic shift in corporate America’s approach to inclusion.

Community Response: From Protests to Boycotts

The announcement has sparked significant backlash, particularly in Minneapolis, where Target is headquartered and where the 2020 killing of George Floyd by police galvanized corporate DEI commitments. On January 30, 2025, civil rights activists gathered outside Target’s downtown headquarters, led by attorney Nekima Levy Armstrong, who accused the retailer of prioritizing “profits and politics over people.” Protesters, including members of Black Lives Matter Minnesota, chanted slogans and held signs calling for a national boycott, with some dramatically cutting up Target credit cards in a symbolic gesture of defiance.

The Rev. Jamal Bryant, pastor of New Birth Missionary Baptist Church in Stonecrest, Georgia, has taken the protest to a national level, launching a 40-day “fast” from Target stores that began on March 5, 2025, coinciding with Lent. Bryant’s campaign, promoted through the website targetfast.org, demands that Target restore its DEI commitments, pledge funds to Black-owned banks and businesses, and issue a public apology. As of April 2025, over 50,000 individuals had signed an online pledge supporting the boycott, according to posts on X, amplifying the campaign’s reach.

Civil rights icon Rev. Al Sharpton also entered the fray, meeting with Target CEO Brian Cornell on April 17, 2025, at the New York headquarters of his National Action Network (NAN). Sharpton described the discussion as “constructive and candid” but stopped short of endorsing the boycott, stating he would consult with Bryant and other allies before deciding on further action. The meeting underscored the growing influence of civil rights leaders in holding corporations accountable, even as some local activists, like Armstrong, questioned Sharpton’s involvement given his lack of direct ties to the Minneapolis-led boycott.

Impact on Black-Owned Businesses

The rollback has raised concerns among Black-owned brands that rely on Target’s retail platform. In 2020, Target pledged to invest over $2 billion in Black-owned businesses by 2025 through its Racial Equity Action and Change (REACH) initiative, which included adding over 500 Black-owned brands to its shelves. While Target claims it was on track to meet these goals, the decision to end REACH has left many entrepreneurs uncertain about their future with the retailer.

Chantel Powell, founder of Play Pits, a children’s natural deodorant brand carried in 360 Target stores, highlighted the dilemma faced by Black business owners. In a LinkedIn post, Powell noted that Target’s DEI programs had enabled her company to “employ amazing people, give back to our community, and exhibit Black excellence.” She urged consumers to support Black-owned products directly rather than boycotting Target entirely, warning that broad boycotts could inadvertently harm small businesses. Similarly, Danielle Coke Balfour, founder of Oh Happy Dani, announced her brand’s decision to begin removing products from Target shelves, citing the retailer’s shift away from its inclusive values.

Corporate Context: A Broader Retreat from DEI

Target’s decision reflects a broader corporate retreat from DEI, driven by a combination of legal, political, and social pressures. The U.S. Supreme Court’s July 2023 ruling against affirmative action in higher education set a precedent that conservative activists have leveraged to challenge workplace DEI programs. In 2024, states like Alabama, Iowa, and Utah banned DEI initiatives at public universities, while conservative influencers like Robby Starbuck have orchestrated social media campaigns targeting companies with DEI policies. Starbuck claimed credit for influencing Walmart’s decision to scale back its DEI efforts in November 2024, according to posts on X.

Data from a March 2025 Forbes report indicates that over 30 major U.S. companies, including UnitedHealth Group, Victoria’s Secret, and IBM, have either renamed, scaled back, or eliminated DEI programs since Trump’s inauguration. A January 2025 survey by ESG Dive found that 1 in 8 companies planned to weaken DEI commitments in 2025, citing concerns about legal liability and public backlash. However, some companies, such as Costco, Apple, and Ben & Jerry’s, have resisted the trend, with Costco shareholders overwhelmingly rejecting a proposal to evaluate the risks of maintaining DEI initiatives in January 2025.

Target’s Response and Future Outlook

Target has sought to mitigate the backlash by emphasizing its ongoing commitment to “belonging” and inclusion. In a statement on April 23, 2025, the company reiterated its focus on “creating a welcoming environment for all team members, guests, and suppliers” and highlighted its $384 million in philanthropic contributions in 2024, including support for Black economic empowerment and LGBTQ+ acceptance. However, the company’s refusal to provide specific details about changes to its philanthropy or corporate partnerships has fueled skepticism among critics.

The boycott’s impact on Target’s bottom line remains unclear. According to Placer.ai, foot traffic to Target stores dropped 4% annually in the week following the January 24 announcement, though factors like weather and economic conditions may have contributed. A March 2025 poll by the Legal Defense Fund found that 20% of Americans planned to permanently boycott companies aligning with anti-DEI policies, suggesting potential long-term risks for Target’s diverse customer base.

As the controversy unfolds, Target faces a delicate balancing act: maintaining its appeal to a broad consumer base while addressing the demands of communities that have long viewed the retailer as an ally. The outcome of this saga could set a precedent for how corporations navigate the increasingly polarized landscape of corporate social responsibility in 2025 and beyond.