MINNEAPOLIS, MN—Target, the retail giant based in Minneapolis, announced on Friday that it is rolling back its Diversity, Equity, and Inclusion (DEI) initiatives. This decision aligns with a growing trend among companies scaling back similar programs. The move comes amid increasing pressure from conservative groups and recent directives from the White House.
Target’s DEI programs were established to promote opportunities for women, ethnic minorities, LGBTQ+ individuals, and other traditionally underrepresented groups. These initiatives gained traction after the nationwide protests in 2020 over police shootings of unarmed Black individuals. However, they have faced criticism from conservative activists and politicians, who argue that DEI policies can be discriminatory and undermine merit-based hiring and promotion.
In a memo to employees, Kiera Fernandez, Target’s Chief Community Impact and Equity Officer, stated that the company is ending its three-year DEI goals and will no longer report to external diversity-focused groups, such as the Human Rights Campaign’s Corporate Equality Index. Fernandez emphasized the importance of adapting to the “evolving external landscape” and ensuring that Target’s strategies align with its business objectives.
The rollback also includes ending Target’s Racial Equity Action and Change (REACH) initiatives, which aimed to invest over $2 billion in Black-owned businesses by the end of 2025. Additionally, the company plans to rename its “Supplier Diversity” team to “Supplier Engagement” to better reflect its inclusive global procurement process.
Target’s decision has been criticized from various quarters. Some note that the company’s reputation for inclusiveness has helped it attract a younger and more diverse consumer base. Critics argue that ending DEI goals could harm Target’s brand and alienate its diverse customer demographic.
This action by Target mirrors similar steps taken by other major companies, including Walmart, McDonald’s, Ford, and John Deere, which have also scaled back their DEI commitments in recent months. This trend reflects a broader shift in the U.S. civil rights landscape, with conservative groups and the current administration pushing back against policies aimed at increasing minority representation.
