Target scaling back of DEI policies after Trump signs executive order

Target announced on Friday that it is scaling back diversity, equality and inclusion (DEI) policies following President Donald Trump’s order to review such initiatives. The move adds Target to a growing list of companies scaling back or eliminating their DEI efforts as these programs come under increased scrutiny.

Kiera Fernandez, Target’s chief community impact and equity officer, said in a memo to employees Friday that the retailer will implement changes as part of its “Belonging at the Bullseye” strategy that adapts to the changing external landscape. This includes completing its three-year DEI targets and ending its Racial Equity Action and Change (REACH) initiatives by 2025 as planned.

“As a retailer that serves millions of consumers every day, we understand the importance of keeping pace with the evolving outdoor landscape, now and in the future – all to drive Target’s growth and win 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 major companies, particularly from social media influencers such as Robby Starbuck, to scale back initiatives aimed at increasing 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 companies, large nonprofits or associations and foundations with assets of at least $500 million. Goals fall into this category.

“Unlawful DEI and DEIA policies not only violate the letter and spirit of our long-standing federal civil rights laws, they also undermine our national unity as they deny, discredit, and undermine the traditional American values ​​of hard work, excellence, and individual achievement. in favor of an illegal, corrosive and destructive identity-based exchange system,” the executive order states.

An employee pulls a wheeled cart to restock shelves at a Target store in Chicago on November 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, she said it will stop all outside diversity-focused surveys, 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 sourcing process across a broad range of suppliers, including increasing our focus on small businesses,” Fernandez said in the memo.

It will also review corporate partnerships and ensure employee resource groups will focus on development and mentorship for all communities.

“We remain focused on running 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 that helps drive consumer relevance and business results,” Fernandez wrote.

Shoppers visit a Target store in Clifton, New Jersey, on November 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 pulled back on their DEI programs as pressure has mounted over the past several months. In November, Walmart, the nation’s largest private employer, announced plans to roll back its policies, including how it monitors products on its marketplace and reviews grant funding.

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In contrast, some companies have resisted activist pressure and publicly affirmed their commitment to maintaining DEI policies.

Microsoft CEO Satya Nadella said in the tech company’s annual report in October that it continues to ensure its “workforce represents the planet we serve and the products we build always meet our customers’ needs,” and that it continues to “employ , develop and grow a global workforce that best 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 wrote on LinkedIn that the company is “laser-focused on advancing inclusion and diversity both within our organization and on our platform, investing in critical initiatives like pay equity internally and body inclusivity externally.”

Still, anti-vigilante activist Starbuck, who has taken credit for companies scaling back or ending their DEI programs, said he has no intention of ending his campaign just yet.

Target first introduced the “Belonging at the Bullseye” strategy to employees in early 2024, but it has been working on it since 2021.