Fuelled by a rising public backlash and consumer discontent over what a growing number see as blatant reverse discrimination, discount retailer Target announced Friday it will scale back its diversity, equity, and inclusion (DEI) initiatives amid a trend among major American companies under pressure from conservative activists and the White House.
Target, a Minneapolis-based chain with nearly 2,000 stores and over 400,000 employees, said it would immediately put an emphatic end to programs designed to support black employees, shoppers and third parties introduced in the wake of George Floyd’s killing in 2020.
The company will also discontinue its three-year DEI goal cycles, which had focused on increasing representation of women and racial minorities in its workforce, and expanding partnerships with diverse suppliers, including those owned by LGBTQ+ people, veterans, and individuals with disabilities.
The move follows US Donald Trump’s renewed opposition to DEI programs — which he deems “unconstitutional and divisive” — by signing executive orders banning the practice at the highest levels of the US government.
On Tuesday, the Trump administration issued a memo placing all federal DEI hires on leave and ordered departments to draft plans by Jan. 31 to fire them outright.
“President Trump campaigned on ending the scourge of DEI from our federal government and returning America to a merit based society where people are hired based on their skills, not for the colour of their skin,” White House press secretary Karoline Leavitt said in a statement Tuesday night. “This is another win for Americans of all races, religions, and creeds. Promises made, promises kept.”
Kiera Fernandez, Target’s chief community impact and equity officer, described her company’s decision as the “next chapter” in a long-term strategy. “Many years of data, insights, listening, and learning have been shaping this next chapter,” Fernandez said in a memo to employees, which the company shared publicly.
Trump’s stance echoes that of conservative activists, who argue that DEI initiatives amount to unconstitutional discrimination. The US Supreme Court’s 2023 decision to ban affirmative action in college admissions has emboldened these groups to challenge DEI programs in corporate America, leading to lawsuits and public pressure campaigns.
Target is the latest in a growing list of companies including Walmart, McDonald’s, Ford, and Harley-Davidson that have reduced or abandoned DEI commitments after Bud Light’s infamous boycott last year.
But unlike other companies, Target had long been considered a leader in DEI efforts, particularly in LGBTQ+ inclusion. However, it has faced increasing challenges in navigating political and cultural divisions.
In 2023, the company removed certain Pride Month merchandise following threats to employees and customer complaints.
To that end, Target also announced Friday that it will no longer participate in surveys measuring the effectiveness of its DEI programs, such as the Human Rights Campaign’s Corporate Equality Index.
While companies like Target are scaling back, others are resisting the pressure to abandon DEI initiatives. On Thursday, Costco shareholders overwhelmingly rejected a proposal from a conservative think tank urging the company to evaluate risks posed by its DEI practices. Costco’s board had recommended a ‘no’ vote, and preliminary results showed over 98% of shareholders opposed the proposal.
