Target announced that it is scaling back its diversity, equity, and inclusion (DEI) initiatives, including programs aimed at diversifying its workforce and expanding merchandise from minority-owned businesses. In a memo to employees, Kiera Fernandez, Target’s Chief Community Impact and Equity Officer, shared that the company will end its three-year DEI goals, discontinue reports to diversity-focused groups like the Human Rights Campaign, and stop its program supporting Black and minority-owned businesses.
A spokesperson for the Minneapolis-based retailer emphasized that no jobs will be cut as part of this decision. Target joins other major companies like Walmart, Meta, and McDonald’s in rolling back DEI efforts, with some citing external pressures or changes in legal and political climates, including the Supreme Court’s recent affirmative action ruling.
Target’s decision marks a shift from its previous commitments, which were strengthened in 2020 following the murder of George Floyd near its headquarters. At the time, CEO Brian Cornell called the tragedy personal and pledged to increase Black representation in Target’s workforce by 20%, invest $2 billion in Black-owned businesses by 2025, and support social justice organizations with $10 million in donations. Target also launched initiatives to help Black entrepreneurs grow their products and promoted equity-focused messaging across its platforms.
Despite these efforts, Target has faced pushback in recent years. The company received criticism from conservative groups over its Pride Month collection in 2023, including merchandise like “tuck-friendly” swimsuits for transgender individuals. Threats to employees and customer backlash led Target to pull some items from stores, and CEO Cornell later acknowledged that the controversy impacted sales.
Target’s workforce has become more diverse, with 43% of employees identifying as white, 31% as Hispanic/Latino, 15% as Black, and 5% as Asian, according to its 2024 diversity report. However, leadership positions remain predominantly white, with 72% representation, followed by 11% Hispanic/Latino, 11% Asian, and 6% Black.
While Target has stepped away from broader DEI goals, it will continue recognizing heritage months like Black History Month and Pride Month with special collections. However, the move signals a shift in the company’s approach as DEI programs face increasing scrutiny in today’s political and social landscape.
