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Target Corporation's recent decision to scale back its Diversity, Equity, and Inclusion (DEI) initiatives has ignited significant backlash from civil rights leaders and community activists. In response, CEO Brian Cornell is scheduled to meet with Rev. Al Sharpton in New York this week to address the growing concerns and discuss the company's future commitments to DEI.​‍

The DEI Rollback: A Shift in Corporate Strategy

In January 2025, Target announced a significant shift in its DEI strategy, ending its three-year DEI goals and ceasing participation in external diversity-focused surveys, such as the Human Rights Campaign’s Corporate Equality Index. The company also rebranded its "Supplier Diversity" team as "Supplier Engagement," signaling a move toward a more generalized procurement process .​

This decision aligns with a broader trend among major corporations, including Walmart and McDonald’s, to scale back diversity programs amid political and social pressures, particularly following policy reversals by President Donald Trump targeting DEI within the federal government .​

Community Response: Calls for Accountability and Boycotts

The rollback has been met with sharp criticism from civil rights activists and community leaders. Rev. Al Sharpton, founder of the National Action Network, has not yet called for a boycott but stated he would consider it if Target does not reaffirm its commitment to Black businesses, employees, and consumers .​

In Minneapolis, activists organized a protest outside Target's headquarters, urging a nationwide boycott starting on February 1, the first day of Black History Month. Participants symbolically cut up their Target credit cards and encouraged shoppers to support retailers like Costco, which has maintained its DEI programs .​

Dr. Jamal Bryant, pastor of New Birth Missionary Baptist Church near Atlanta, initiated a 40-day boycott of Target during the Lenten season, garnering over 110,000 signatories who are encouraged to support Black businesses instead .​

Impact on Black-Owned Businesses

The boycott poses challenges for Black-owned businesses that rely on Target for distribution and exposure. Companies like Capital City, known for its mambo sauce, and cosmetics brand Lip Bar have expressed concerns about the financial implications of the boycott. Many small businesses can't afford the financial penalties tied to ending contracts with major retailers, which are crucial for exposure and revenue .​

Activists have encouraged consumers to purchase directly from these Black-owned businesses to support them during the boycott. Nekima Levy Armstrong, a civil rights lawyer in Minneapolis, stated, "We are asking people to go on their websites and buy directly from those Black companies, because Target will not see a single one of our Black dollars" .​

Target's Position and Future Commitments

Target has acknowledged the concerns raised by civil rights leaders and has reached out to Rev. Al Sharpton for a meeting. The company stated that diversity remains crucial to its business strategy and pointed to its new initiative, "Belonging at the Bullseye," which aims to create teams and supply products that represent the communities it serves .​

In a memo to employees, Kiera Fernandez, Target's Chief Community Impact and Equity Officer, described the company's decision to retire its diversity goals as a "next chapter" in its human resource and customer engagement strategy, emphasizing the need to adapt to the "evolving external landscape" .​

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Target's decision to scale back its DEI initiatives has sparked significant backlash from civil rights leaders and community activists. The upcoming meeting between CEO Brian Cornell and Rev. Al Sharpton will be pivotal in determining the company's future commitments to diversity and inclusion. As the situation unfolds, Target's response will be critical in shaping its reputation and relationship with the communities it serves.

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