Target plans to roll back diversity, equity and inclusion (DEI) programs—including some that aim to make its workforce and merchandise better reflect the composition of its customers, according to CNBC.
In a memo sent to its employees, the Minneapolis-based retailer said it will end its three-year DEI goals; stop reports to external diversity-focused groups like the Human Rights Campaign’s Corporate Equality Index; and end a program focused on carrying more products from Black- or minority-owned businesses. “Many years of data, insights, listening and learning have been shaping this next chapter in our strategy,” Target Chief Community Impact and Equity Officer Kiera Fernandez said in the memo. “And as a retailer that serves millions of consumers every day, we understand the importance of staying in step with the evolving external landscape, now and in the future—all in service of driving Target’s growth and winning together.”
Target joins a growing list of large companies—including MolsonCoors; Facebook and Instagram’s parent, Meta; Walmart; Amazon; and McDonald’s—that have rolled back part of all of their DEI initiatives. However, companies such as Costco and Apple are standing behind their DEI efforts, CNN noted.
Four years ago, Target CEO Brian Cornell said the murder of George Floyd—which occurred just a short distance from Target’s headquarters in its hometown—felt personal. He said the crime motivated him to step up Target’s diversity and equity efforts. However, conservatives started pressuring Target about two years ago; the retailer pulled items from its Pride Month collection after backlash and threats to employees about some merchandise it sold.
“For Target, with an inclusive audience, this is their version of brand suicide,” said Eric Schiffer of the LA-based Reputation Management Consultants, which advises U.S. corporates and Hollywood celebrities, according to USA Today.
In 2010, pro-LGBTQ+ forces (including those in Chicago) protested Target after it was revealed that the corporation contributed to right-wing conservative Republican candidate Rep. Tom Emmer in his race for Minnesota governor, Windy City Timesreported. Then-CEO Gregg Steinhafel apologized to employees for the contribution.