Target Scales Back Diversity Initiatives as Conservative Opposition Grows

NEW YORK (AP) — Target announced Friday that it will scale back its diversity, equity, and inclusion (DEI) initiatives, aligning with a growing trend among major American companies responding to conservative pressure, including recent moves from the White House.

The Minneapolis-based retailer revealed that it would end certain DEI programs, including a key initiative designed to support Black employees, enhance the shopping experience for Black customers, and promote Black-owned businesses. These initiatives were initially launched following the police killing of George Floyd in 2020.

Target, which operates nearly 2,000 stores across the U.S. and employs over 400,000 people, clarified that the decision to wind down the program was already in the works for 2025. Alongside this, the company also announced the conclusion of its previously established DEI goals, which were set in three-year cycles. These goals included hiring and promoting more women and people from racial minority groups, along with recruiting diverse suppliers, including those owned by people of color, women, LGBTQ+ individuals, veterans, and people with disabilities.

For years, Target has been a strong corporate advocate for the rights of Black and LGBTQ+ people. In a memo to employees, Kiera Fernandez, the company's chief community impact and equity officer, framed the DEI changes as a "next chapter" in Target's long-standing efforts to create inclusive environments for both employees and customers.

"Years of data, insights, listening, and learning have shaped this next phase of our strategy," Fernandez wrote in the memo. "As a retailer serving millions every day, we recognize the importance of adapting to an evolving external landscape."

The shift comes as the U.S. civil rights landscape has seen significant changes, especially in the wake of the 2023 U.S. Supreme Court ruling that prohibited affirmative action in college admissions. This decision has emboldened conservative groups to challenge corporate DEI programs, including those that focus on hiring practices and employee resource groups designed to support historically marginalized groups.

Target is not alone in rethinking its DEI strategy. Other major companies, including Walmart, McDonald's, Ford, Harley-Davidson, and John Deere, have either reduced or phased out their diversity commitments in recent months.

This week, President Donald Trump further echoed the views of conservative critics who argue that policies aimed at increasing minority representation through race, gender, or sexual orientation considerations are unconstitutional. On his first day in office, Trump signed an executive order to eliminate DEI programs across the federal government, mandating a review and overhaul of employment practices, union contracts, and training policies.

However, some companies have resisted public pressure to scale back their DEI efforts. Costco shareholders, for instance, overwhelmingly rejected a proposal from a conservative think tank that urged the company to reassess its diversity practices. According to preliminary results, more than 98% of shareholders voted against the proposal. Additionally, Apple and JPMorgan have reiterated their commitment to maintaining their DEI programs.

Although Target’s diversity initiatives date back well before 2020, the company has been a leader in LGBTQ+ inclusion and has long been seen as a progressive force in corporate America. Nonetheless, in its latest announcement, Target revealed that it would no longer participate in external surveys, such as the Human Rights Campaign’s Corporate Equality Index, a major gauge of corporate LGBTQ+ inclusion. The company also indicated that it would review its corporate partnerships to ensure alignment with business objectives, though specifics were not provided.

Opposition to DEI programs has become more pronounced in recent years, with critics pushing for companies to withdraw from LGBTQ+ initiatives and avoid sponsorship of Pride events. For Target, the path forward appears increasingly delicate. In 2016, the company faced backlash from conservative groups when it declared support for transgender employees and customers, allowing them to use the restroom or fitting room that aligned with their gender identity. In response to boycotts, Target added more single-occupancy, lockable restrooms in some stores.

In 2023, the retailer faced further controversy when it pulled some of its Pride Month merchandise following complaints and in-store confrontations that posed safety concerns for employees. As a result, Target decided not to stock Pride products in every U.S. store last year.

As corporate America grapples with shifting public sentiment and the political climate, Target’s decision marks a significant change in its long-standing commitment to diversity and inclusion. The company’s pivot reflects a broader trend of reevaluating DEI strategies in the face of growing conservative influence.