Boycotts Work: Target’s Anti-DEI Move Backfires
Target employees expecting their annual bonuses got some bad news: the company is only paying out 87% of what workers could have earned in 2024. That’s a noticeable drop from the full 100% payout in 2023.
This cut comes after Target’s full-year sales fell by 1%, down to $106.6 billion. With sales flat and financial pressure building, Target says 2025 may not be much better. The first quarter is already expected to take a hit due to tariffs and other risks.
Target Gets Major Backlash from Cutting DEI Programs
Earlier this year, Target made headlines when it chose to end its Diversity, Equity and Inclusion (DEI) efforts. The company shut down its Racial Equity Action and Change initiatives and backed out of diversity surveys like the Human Rights Campaign’s Corporate Equality Index.
They said it was due to an “evolving external landscape”—but the public didn’t take it lightly.
Target Loses Billions After Consumer Boycott
After Target turned away from DEI, consumers pushed back hard. Boycotts followed, and the company reportedly lost billions in sales. The fallout is clear: walking away from inclusion efforts didn’t just hurt people—it hurt profits.
Now, it’s the workers who are paying the price with smaller bonus checks.
Don’t Stop Speaking Out
Target’s story is a reminder of how powerful consumers can be. When people speak with their dollars, big corporations feel it. The rollback of DEI was met with real resistance, and it made a difference.
So don’t stop. Whether it’s standing up for diversity, fairness, or workers’ rights—keep using your voice and your wallet to demand better. Change only happens when people show up.
