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Target announced Friday that it is reducing its diversity, equity and inclusion (DEI) policies following President Donald Trump’s executive order to review such initiatives. The move adds Target to a growing list of companies reducing or eliminating their DEI efforts as these programs come under increased scrutiny.
Kiera Fernandez, Target’s director of community impact and equity, said in a note to employees Friday that the retailer will implement changes as part of its “Belonging at the Bullseye” strategy that adapts to the evolving external landscape. This includes concluding its three-year DEI goals and ending its Racial Equity Action and Change (REACH) initiatives in 2025, as planned.
“As a retailer serving millions of consumers every day, we understand the importance of keeping up with the evolving external landscape, now and in the future, all in the service of driving Target’s growth and winning together,” said Fernandez. .
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The Minneapolis-based retailer said it has used “years of data, insights, listening and learning” to share the next chapter of its strategy.
Target’s announcement comes as pressure mounts on large corporations, particularly from social media influencers like Robby Starbuck, to scale back initiatives intended to increase racial and gender equality in the workplace. The initiatives have also faced fierce criticism from Trump, who on Tuesday signed an executive order directing government agencies to investigate DEI programs at publicly traded corporations, large corporations or nonprofit associations and foundations with assets of at least 500 million dollars. The objective falls into that category.
“The illegal DEI and DEIA policies not only violate the text and spirit of our longstanding federal civil rights laws, but they also undermine our national unity by denying, discrediting and undermining traditional American values of hard work, excellence and individual achievements. in favor of an illegal, corrosive and pernicious identity-based loot system,” the executive order said.
An employee pulls a truck to restock shelves at a Target store in Chicago on Nov. 26, 2024. (Kamil Krzaczynski/AFP via Getty Images/Getty Images)
Fernandez said Target recruits and retains employees “who represent the communities we serve,” but going forward, he said he will stop all external surveys focused on diversity, including HRC’s Corporate Equality Index.
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Target will also change its “Supplier Diversity” team to “Supplier Engagement” to reflect an “inclusive global procurement process across a broad range of suppliers, including an increased focus on small businesses,” Fernandez said in the note.
| Heart | Security | Last | Change | Change % |
|---|---|---|---|---|
| TGT | TARGET CORP. | 137.82 | +0.57 |
+0.42% |
He will also review corporate partnerships and ensure employee resource groups focus on development and mentoring for all communities.
“We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment to inclusion. Belonging to everyone is an essential part of our team and culture, helping to drive consumer relevance and commercial results,” Fernández wrote.
Shoppers visit a Target store in Clifton, New Jersey, on Nov. 26, 2024. (Victor J. Blue/Bloomberg via Getty Images/Getty Images)
A number of companies, including Amazon, Lowe’s, Meta, McDonald’s, American Airlines and Boeing, have withdrawn their DEI programs as pressure has mounted in recent months. In November, Walmart, the country’s largest private employer, announced plans to reverse its policies, including how it monitors products within its marketplace and reviews subsidies.
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In contrast, some companies have resisted pressure from activists and publicly reaffirmed their commitment to maintaining DEI policies.
Microsoft CEO Satya Nadella said in the technology company’s annual report in October that it continues to ensure that “its workforce represents the planet we serve and the products we build always meet the needs of our customers” and which continues to “hire, develop and develop a global workforce that better supports each other and our customers.”
Shopping carts are seen outside a Target store in Albany, California, on November 18, 2024. (David Paul Morris/Bloomberg via Getty Images/Getty Images)
Pinterest Chief Legal Officer Wanji Walcott posted on LinkedIn that the company is “focused on advancing inclusion and diversity both within our organization and on our platform, investing in critical initiatives like internal pay equity and external body inclusion.” .
Still, anti-woke activist Starbuck, who has taken credit for companies reducing or ending their DEI programs, said he has no intention of stopping his campaign anytime soon.
Target first introduced the “Belonging at the Bullseye” strategy to employees in early 2024, but has been working on it since 2021.
