Target's DEI Shift: A Missed Opportunity or a New Path?

Target's recent decision to roll back its diversity, equity, and inclusion (DEI) programs has sparked a mix of confusion and concern among its stakeholders. The Minneapolis-based retailer, known for its progressive stance on social issues, announced that it would end its three-year DEI goals, stop reporting to external diversity-focused groups, and discontinue a program focused on carrying more products from Black- or minority-owned businesses. In a memo sent to employees, Target's chief community impact and equity officer, Kiera Fernandez, cited the need to stay in step with the evolving external landscape and the importance of driving Target's growth and winning together.



Target's DEI journey has been a long and winding road, with the company making significant strides in recent years. In 2020, following the murder of George Floyd, Target launched the Racial Equity Action and Change (REACH) committee to accelerate its DEI strategy. The company set ambitious goals, including spending more than $2 billion with Black-owned businesses by 2025 and devoting 5% of its annual media budget to Black-owned partners beginning in 2022. These initiatives were part of Target's broader commitment to creating an inclusive guest environment for Black Americans and fostering a sense of belonging among its customers and team members.