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Home News Target Ends Diversity Goals, Joins Corporate Trend Of Scaling Back DEI Programs

Target Ends Diversity Goals, Joins Corporate Trend Of Scaling Back DEI Programs

by Celia
Target

Discount retailer Target announced on Friday that it would scale back its diversity, equity, and inclusion (DEI) initiatives, joining other major American brands like Walmart in reducing these programs. The move comes amid increasing pressure from conservative activists and the Trump administration, which has recently targeted DEI programs as unconstitutional.

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Target, headquartered in Minneapolis, operates nearly 2,000 stores and employs over 400,000 people. The company said it would end its “Belonging at the Bullseye” strategy, which included a program launched in 2020 to support Black employees, improve the shopping experience for Black customers, and promote Black-owned businesses. This initiative was established in response to the police killing of George Floyd.

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Target had already planned to conclude its racial equity program this year. The company also announced that it would end its DEI goals, which were previously set in three-year cycles. These goals included hiring and promoting more women and racial minorities, as well as recruiting more diverse suppliers, including businesses owned by people of color, women, LGBTQ+ individuals, veterans, and people with disabilities.

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In a memo to employees, Kiera Fernandez, Target’s chief community impact and equity officer, described the changes as a “next chapter” in the company’s long-term efforts to create inclusive environments. “Many years of data and insights have shaped this next chapter,” Fernandez wrote. “As a retailer serving millions of consumers, we understand the importance of adapting to the evolving external landscape.”

The US civil rights landscape has changed significantly since 2020, when many companies adopted DEI goals following the Black Lives Matter protests. In 2020, Target pledged $10 million to social justice initiatives and aimed to increase its Black workforce by 20% over three years.

However, a 2023 Supreme Court decision outlawing affirmative action in college admissions emboldened conservative groups to challenge corporate DEI initiatives. Several major brands, including Walmart, McDonald’s, Ford, Harley-Davidson, John Deere, and Lowe’s, have recently reduced or phased out their DEI commitments.

President Donald Trump, who took office this week, has signaled support for conservatives opposing DEI programs. On his first day, Trump signed an executive order to end DEI programs within the federal government, cutting funding for these initiatives across all agencies. A memo from the US Office of Personnel Management on Tuesday evening called for all federal DEI employees to be placed on leave by Wednesday evening.

Target’s efforts to build an inclusive workforce predated 2020, and the company was seen as a leader in LGBTQ+ inclusion. However, the memo announced that Target would no longer participate in surveys measuring the effectiveness of its DEI actions, such as the Human Rights Campaign’s annual index. The company also said it would reevaluate corporate partnerships to ensure they align with business objectives.

Target has long tried to balance its commitment to inclusivity with the need to avoid backlash from conservative customers. In 2016, the company declared support for transgender employees and customers using restrooms and fitting rooms that correspond with their gender identity. However, after facing threats of boycotts, Target introduced single-toilet bathrooms with lockable doors.

In 2023, Target faced an anti-LGBTQ campaign that threatened employees and damaged store products and displays. In response, the company removed certain items that caused the most “volatile” reactions from opponents and did not stock Pride Month products in 2024.

Despite the trend of scaling back DEI initiatives, some companies have resisted pressure to abandon their diversity plans. On Thursday, Costco shareholders rejected a proposal urging the company to evaluate risks posed by its DEI practices, with over 98% of shares voting against the proposal, which was submitted by a conservative think tank.

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