Target Scales Back DEI Initiatives Amid Conservative Pressure
Target, the Minneapolis-based retail giant, announced on Friday that it is scaling back its diversity, equity, and inclusion (DEI) initiatives, joining a growing list of major companies retreating from such programs. The decision comes amid increasing pressure from conservative activists and following President Donald Trump’s executive order targeting DEI efforts in both the public and private sectors.
In a memo to employees, Kiera Fernandez, Target’s chief community impact and equity officer, outlined the changes, which include ending the company’s three-year DEI goals and its Racial Equity Action and Change (REACH) initiatives, originally set to conclude in 2025. Target will also discontinue participation in external diversity surveys, such as the Human Rights Campaign’s Corporate Equality Index, and shift its “Supplier Diversity” team to a broader “Supplier Engagement” focus. Additionally, the retailer will phase out a program aimed at increasing products from Black- and minority-owned businesses, a commitment made in the wake of George Floyd’s murder in 2020.
Fernandez emphasized that the decision was informed by years of data and insights, stating, “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.” The company clarified that no job cuts are associated with the announcement.
Target’s move aligns with a broader trend among corporations, including Walmart, Meta, McDonald’s, and Amazon, which have also rolled back DEI initiatives in recent months. These shifts have been fueled by conservative backlash and the Supreme Court’s 2023 decision to end affirmative action in college admissions, which has emboldened critics of workplace diversity programs.
Despite the retreat, some companies, such as Costco and Apple, have reaffirmed their commitment to DEI. Costco shareholders overwhelmingly rejected a proposal to review the risks of its diversity programs, with over 98% voting against the measure.
Target’s decision also follows its previous struggles with social justice initiatives. In 2023, the company faced backlash over its Pride Month merchandise, leading to the removal of certain items and a scaled-back collection in 2024. The retailer cited threats to employee safety as a key factor in that decision.
As the national conversation around DEI continues to evolve, Target’s latest move underscores the challenges corporations face in balancing social responsibility with political and public pressures.
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