Target Scales Back DEI Initiatives Amid Political and Public Pressure
Once a staunch advocate for Black and LGBTQ rights, Target has announced significant changes to its diversity, equity, and inclusion (DEI) initiatives. The retailer, known for its prominent Pride Month and Black History Month displays, confirmed on Friday it is ending workforce and supplier diversity programs introduced after George Floyd’s death in 2020. These programs aimed to increase Black employee representation and pledged over $2 billion in spending with Black-owned businesses by 2025.
Target’s decision aligns with a broader corporate retreat from DEI initiatives amid growing public and political scrutiny. The company also scaled back themed merchandise for Black and LGBTQ communities in 2023, citing backlash and safety concerns.
Tabitha Brown Speaks Out on Impact to Black-Owned Businesses
Actress and entrepreneur Tabitha Brown, whose Donna’s Recipe hair care line is sold at Target, addressed the fallout from these changes in an emotional Instagram video. Brown highlighted how challenging it is for Black-owned businesses to secure retail shelf space and expressed concern over the impact of Target’s DEI rollbacks on these enterprises.
“It has been very hard for Black-owned businesses to hit shelves, which is why it’s such a big deal when we do,” Brown said. She urged her followers to stay intentional, remain unified, and avoid emotional decision-making. Brown emphasized the importance of continuing to support minority-owned businesses and brands, particularly as Black History Month approaches.
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Brown also shared her gratitude for supporters and reminded the community of the power of their collective spending. “Don’t let them erase us. Numbers don’t lie. We’re needed. Our money is the dollar that really, really counts,” she said.
Her partnership with Target remains under contract for another year, and she plans to reevaluate her involvement once the agreement concludes. In the meantime, Brown continues to sell her products through other platforms, including Walmart and Amazon.
Target’s Evolving DEI Strategy
Target’s “Belonging at the Bullseye” strategy initially included hiring and promoting more women and racial minorities, along with diversifying suppliers to include businesses owned by people of color, LGBTQ+ individuals, and other underrepresented groups. However, the retailer has now opted to end these goals and reevaluate its corporate partnerships.
Kiera Fernandez, Target’s chief community impact and equity officer, described these changes as a “next chapter” in the company’s inclusion strategy. Fernandez stated that years of data and insights informed the updates, which aim to balance inclusivity with the evolving societal landscape.
Broader DEI Rollbacks Across Corporate America
Target’s decision mirrors a larger trend in corporate America, as companies like Walmart, McDonald’s, and Ford scale back their DEI efforts. This shift has been driven by legal challenges, political pressure, and public backlash. The Trump administration has further intensified the scrutiny on DEI initiatives, issuing executive orders to dismantle such programs across federal agencies.
Navigating Backlash and Supporting Inclusion
Target has faced significant public backlash over its inclusivity efforts in the past. In 2016, the company declared support for transgender individuals’ right to use facilities aligned with their gender identity, only to later introduce single-stall bathrooms after boycotts. More recently, Target limited Pride Month merchandise in select stores following in-store confrontations.
Despite the rollback, Target’s decisions highlight the challenges companies face in balancing inclusivity with public sentiment and political pressures. Tabitha Brown’s heartfelt call for support underscores the need for community solidarity as Black- and minority-owned businesses navigate this changing landscape.
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