Target says it’s ending its DEI goals and programs, citing a ‘changing external landscape’

NEW YORK (AP) — Discount store chain Target said Friday it will join rival Walmart and a number of other leading U.S. brands in scaling back diversity, equity and of inclusion that have been attacked by conservative activists and, as of this week, the White House.

WATCH: Trump Administration Ends Government Diversity Programs, Targets DEI Nationwide

The Minneapolis-based retailer said changes to its “Belonging at the Bullseye” strategy would include ending a program it established to help black employees build meaningful careers, improve the employee experience Black shoppers and promote Black-owned businesses following the police killing of George Floyd in 2020.

Target, which operates nearly 2,000 stores nationwide and employs more than 400,000 people, said it already plans to end the racial agenda this year. The company announced Friday that it will also meet the diversity, equity and inclusion, or DEI, goals it previously set in three-year cycles.

Goals included hiring and promoting more women and members of racial minority groups, as well as recruiting more diverse suppliers, including businesses owned by people of color, women, LGBTQ+ people , veterans and people with disabilities.

Target has long been a strong advocate for Black and LGBTQ+ rights. In a memo to employees, Kiera Fernandez, Target’s head of community impact and equity, described the DEI decisions as a “next chapter” in the company’s decades-long process of creating ” inclusive work and guest environments that welcome all.”

“Many years of data, insights, listening and learning have shaped this next chapter of our strategy,” Fernandez wrote in the memo shared by Target on Friday. “And as a retailer that serves millions of consumers every day, we understand the importance of staying in step with the changing external landscape, today and in the future. »

There is no doubt that America’s civil rights landscape has undergone a massive transformation in the five years since a large portion of corporate America adopted DEI goals in response to the Black Lives Matter protests that followed Floyd’s death in Minneapolis.

A 2023 U.S. Supreme Court ruling that banned affirmative action in college admissions has encouraged conservative groups to file or threaten lawsuits against corporate initiatives such as employee resources and hiring practices that prioritize historically marginalized groups.

Walmart, McDonald’s, Ford, Harley-Davison and John Deere are among the well-known consumer brands that have reduced or phased out their DEI commitments in recent months.

WATCH: How some companies are scaling back DEI initiatives after a conservative backlash

President Donald Trump this week signaled his administration’s agreement with conservatives who argue that policies aimed at increasing minority representation by taking into account factors such as race, gender and sexual orientation are unconstitutional.

On his first day in office, Trump signed an executive order to end DEI programs across the federal government. The order calls for the revocation of all DEI mandates, policies, preferences, and activities, as well as the review and revision of existing employment practices, union contracts, and training policies or programs.

Some high-profile companies, however, have resisted public pressure to abandon their diversity plans. Costco shareholders on Thursday rejected a proposal urging the wholesale club operator to assess the risks posed by its diversity, equity and inclusion practices.

According to preliminary results shared by Costco executives, more than 98% of stocks voted against the proposal submitted by a conservative think tank based in Washington. Costco’s board of directors had recommended a no vote.

Apple’s board of directors and JPMorgan’s CEO have also expressed their commitment to preserving their companies’ DEI businesses.

Unlike some companies that are revamping or abandoning their diversity initiatives, Target’s work to create a more inclusive workforce predates 2020, and the company has also long been considered a pioneer in diversity. LGBTQ+ inclusion.

But the employee memo shared Friday said Target would no longer participate in surveys designed to gauge the effectiveness of its actions, including an annual index compiled by the Human Rights Campaign, a national LGBTQ+ rights organization. Target said it would further evaluate corporate partnerships to ensure they are directly tied to business goals, but declined to share details.

Getting companies to opt out of the Human Rights Campaign’s Corporate Equality Index and stop sponsoring Pride activities have been the goals of DEI opponents.

Avoiding backlash from conservative customers and organizations is something Target has been trying to manage for some time. As transgender rights became a more prominent issue in 2016, the company said “inclusivity is a core belief at Target” and said it supports transgender employees and customers using the restroom or the fitting room “corresponding to their gender identity”.

But after some customers threatened to boycott Target stores, the company said more stores would provide a bathroom with a single toilet and a locking door.

In 2023, Target pulled some of its Pride Month products following online complaints and in-store confrontations that the retailer said threatened employee well-being. The company decided last year not to stock Pride Month products in all U.S. stores.