Target Takes New Action in Rolling Back DEI Initiatives
DEI (diversity, equity, and inclusion) efforts at Target have been scaled back, raising concerns about the company’s commitment to tackling racial inequality and supporting progressive values. This is especially noticeable in Minneapolis, where Target is based, and in other areas as well.
DO NOT BUY WHERE YOU CANNOT APPLY! Target has joined the list of companies that have rolled back their DEI initiatives.— Jacy, LPC (@ATMwithJacy) January 24, 2025
Recently, Target and the Target Foundation have made six-figure donations to groups supporting Black economic empowerment and LGBTQ+ acceptance.
While “racial equity” remains a key focus of the foundation’s local grants, some fundraisers are now questioning whether these issues remain a top priority for the company. This shift comes as Target, and other large American corporations, reduce their internal DEI efforts, which were heavily criticized during the Trump administration.
If Target doesn't believe in DEI, then I don't believe in Target. Don't spend @target. #boycott #DEI— Lawrence Ross: An Ice Cold Alpha Man (@alpha1906) January 24, 2025
“Billions of dollars are spent annually on DEI, but rather than reducing bias and promoting inclusion, DEI creates and then amplifies prejudicial hostility and exacerbates interpersonal conflict,” the White House explained in a statement accompanying President Trump’s executive orders.
Several large companies, such as Walmart, Amazon, and Meta, have scaled back their DEI policies in the past year. Eric Schiffer, from Reputation Management Consultants in Los Angeles, working with U.S. corporations and Hollywood celebrities, warned, “For Target, with an inclusive audience, this is their version of brand suicide.”
Target also announced the end of its Racial Equity Action and Change (REACH) initiatives this year. Through REACH, the company had committed to investing over $2 billion in Black-owned businesses by the end of 2025.
The initiative included plans to introduce more than 500 Black-owned brands and set up a funding program through its in-house media company, Roundel, to boost the visibility of diverse-owned brands with paid media.
According to Target’s latest diversity report, in the fiscal year ending in early February 2024, about 43% of the company’s workforce was white, 31% Hispanic/Latino, 15% Black, and 5% Asian.
A Target spokesperson stated there are no job cuts as part of Friday’s DEI announcement; however, consumers are keeping a close eye on the corporation for any changes.
