Target’s DEI Retreat: A Careless Misstep, Especially During Black History Month

Target Faces Backlash Over DEI Rollback

Target’s recent decision to backtrack on its diversity, equity, and inclusion (DEI) programs is more than just a corporate strategy shift—it is a careless misstep that has sparked widespread criticism. The timing of this move, just before Black History Month, makes it even more tone-deaf and damaging.

On January 24, 2025, Target announced the elimination of hiring goals for minority employees, the dissolution of an executive racial equity committee, and the end of financial commitments to Black-owned businesses.

This decision, framed under a new “Belonging at the Bullseye” strategy, has been met with fierce backlash.

Who Called for the Boycott?

Among those leading the boycott is Pastor Jamal Bryant, who has called for a 40-day boycott of Target beginning in March. More than 50,000 people have signed an online pledge supporting the effort (CNN).

Public Figures Speak Out

Tabitha Brown, an actress and influencer, expressed her disappointment with Target’s DEI rollback. “When companies show us who they really are, we have to believe them,” Brown said in a recent statement. She emphasized that inclusivity should not be performative but a genuine commitment to all communities.

Read her full statement here: Tabitha Brown on Target’s DEI.

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Why Is Target Facing More Backlash Than Other Companies?

Unlike Walmart or Amazon, which have also scaled back DEI efforts, Target is experiencing heightened criticism because of its previously strong DEI stance.

“Target misjudged their customer base,” Scott Bisang, a communications expert, told CNN. “They underestimated how annoyed people would get because they saw other companies survive it and get past it.”

The Business Impact of Target’s DEI Move

Since the announcement, Target has seen a 4% drop in foot traffic in stores, according to Placer.ai. Social media has also erupted with criticism, with calls to switch to retailers like Costco.

My Unbounded’s Final Thoughts: A PR Nightmare in the Making?

Target’s decision serves as a stark reminder that corporate commitments to diversity must be more than just PR moves.

Customers remember. Communities remember. And in a retail landscape where loyalty is everything, breaking trust might just cost more than any DEI program ever did.

Additional information on Target’s DEI Retreat

The Business Impact of Target’s DEI Move

Government Funding Withdrawal and Corporate Pullback

In February 2025, the Trump administration issued an executive order mandating that all U.S. schools and universities eliminate Diversity, Equity, and Inclusion (DEI) programs within two weeks or risk losing federal funding.

This directive led to immediate financial repercussions; for instance, the University of St. Thomas in Minnesota lost a $6.8 million federal grant after its DEI-related programs were deemed non-compliant (NewsNation).

Following the government’s withdrawal of DEI support, many corporations began scaling back their DEI initiatives, citing political pressure and economic concerns.

Corporate Response and DEI Reductions

Several major corporations—including Amazon, Google, Walmart, and Meta—have reduced their DEI efforts in response to activist backlash and shifting priorities.

These changes include cutting hiring goals, reducing diversity-focused spending, and withdrawing from DEI-related surveys and rankings.

Other companies, such as Harley-Davidson, Deere & Company, and Tractor Supply, have similarly scaled back their diversity programs (Business Insider).

Which Department Should Handle DEI?

Within corporations, DEI initiatives are typically managed by Human Resources (HR) departments.

A 2024 survey by the Society for Human Resource Management (SHRM) found that 67% of organizations with DEI programs house them within their HR departments.

This allows for the integration of diversity principles into recruitment, employee training, and retention strategies.

However, some experts argue that DEI efforts should be handled by dedicated diversity officers or separate corporate social responsibility (CSR) teams to ensure long-term commitment and accountability.

No machine-readable author provided. Kelly Martin assumed (based on copyright claims)., CC BY-SA 3.0, via Wikimedia Commons

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