Target Scales Back DEI Initiatives Amid Rising Pressure

Target announced on Friday that it will scale back its diversity, equity, and inclusion (DEI) efforts, joining major retailers like Walmart in responding to growing pressure from conservative activists and recent shifts in government policy. The Minneapolis-based company will end its “Belonging at the Bullseye” strategy, including a program that supported Black employees, Black shoppers, and Black-owned businesses created after George Floyd’s killing in 2020.

Target, which operates nearly 2,000 stores and employs more than 400,000 people, also stated it would discontinue its DEI goals, which included increasing the hiring and promotion of women, racial minorities, and diverse suppliers. In a memo to employees, Kiera Fernandez, Target’s chief community impact and equity officer, emphasized the company’s commitment to adapting to the evolving political climate while still fostering inclusive environments.

The decision is part of a broader corporate trend following significant changes in the civil rights landscape, including the 2023 U.S. Supreme Court ruling that outlawed affirmative action in college admissions. The ruling has empowered conservative groups to challenge DEI programs in corporate America. Companies like Walmart, McDonald’s, and Ford have already reduced or ended similar initiatives.

Target’s move also aligns with former President Donald Trump’s administration, which sought to end DEI programs across federal agencies. In contrast, some companies, like Costco, have resisted such pressures, with shareholders recently rejecting a proposal to evaluate risks related to DEI efforts. Costco shareholders rejected efforts to stifle the wholesale club’s DEI practices. Apple’s board and the CEO of JPMorgan bank have also indicated they will maintain their companies’ DEI policies.