DESPERATE ACTS: Target CEO Meets With Activist Rev. Al Sharpton Over DEI Rollbacks

Let me tell you, folks—Target is in the middle of a full-blown crisis, and it’s not just about holiday sales. The retailer’s decision to roll back its Diversity, Equity, and Inclusion (DEI) initiatives has sparked a firestorm of backlash, legal threats, and plummeting stock prices. So desperate is the situation that CEO Brian Cornell felt compelled to meet with Rev. Al Sharpton, the nation’s most vocal civil rights leader, to try to salvage Target’s reputation. But is it too late? Let’s dive in.

The DEI Rollback: A Catalyst for Chaos

In January 2025, Target announced it was abandoning its three-year DEI goals, including its Racial Equity Action and Change (REACH) committee, which aimed to boost Black employee representation and spending with minority-owned businesses. The company rebranded its efforts under “Belonging at the Bullseye,” claiming it was adapting to an “evolving landscape.” But critics called it a betrayal—a retreat from its progressive roots.

The backlash was immediate. Rev. Sharpton, though not yet calling for a full boycott, demanded answers. Grassroots campaigns like the 40-day Lenten boycott and “blackout” days drew thousands, while social media erupted with accusations of hypocrisy. The damage? —it’s down a staggering 18%, with further declines expected once Q2 sales data hits.

Legal Landmines and Lost Customers

Target isn’t just fighting boycotts—it’s in court. A class-action lawsuit filed by the Riviera Beach Police Pension Fund alleges the company misled shareholders by failing to disclose risks tied to its DEI policies. The suit points to a 25% stock dive in 2023 during Pride backlash and a 15% drop in 2024 as proof of inflated valuations. Meanwhile, foot traffic has cratered. —Target’s store visits fell 6.5% year-over-year in March, while Costco’s surged 7.5%.

This isn’t just about DEI anymore. It’s about losing customers who once trusted Target’s progressive brand. Urban shoppers, LGBTQ+ families, and Black consumers—key demographics for Target—are fleeing to rivals like Walmart and Amazon. But here’s the kicker: those rivals are also scaling back DEI programs! That means Target’s “Belonging” strategy hasn’t just alienated its base—it’s left consumers with no easy alternatives.

The Political and Cultural War

Behind Target’s retreat is a broader corporate shift. Over 100 companies, including Walmart and Pepsi, have rolled back DEI efforts amid conservative pressure. President Trump’s administration has weaponized the issue, threatening legal action against “illegal DEI” policies. But Target’s stumble is uniquely damaging. Unlike Walmart, which quietly scaled back DEI without fanfare, Target had built its identity on inclusivity—backing LGBTQ+ rights since the 2010s and pledging $2 billion to Black suppliers. Now, its leadership is losing key Black executives, and its “Belonging” rebrand feels like a PR stunt.

What’s an Investor to Do?

The numbers scream caution. Target’s stock is down 18% since January, and legal costs could balloon. Competitors are eating its lunch, and consumer trust is evaporating. Even if Rev. Sharpton holds off on a boycott, the reputational damage is done.

But wait—is there a silver lining? Maybe if Target reverses course, reinstates its DEI goals, and wins back its progressive base. But with the political climate so polarized, that seems unlikely. The Trump administration’s DEI crackdown means Target’s leadership might feel trapped between angry customers and conservative shareholders.

Conclusion: Target’s Bullseye is Off

The verdict is clear. Target’s DEI rollback has become a self-inflicted wound, costing it customers, stock value, and credibility. The legal risks, the lost traffic, and the reputational hit are all red flags. —Costco’s up, Target’s down. Investors should take note: this isn’t a temporary dip. Without a full U-turn on DEI, Target’s struggles will linger.

Action Alert! If you’re holding Target stock, consider taking profits or moving to competitors like Costco, which are thriving by sticking to their values. Target’s desperate acts have left it in a losing game—and until it changes course, this bullseye is squarely on its back.

Stay tuned, and keep your eyes on those numbers!