Target is far from the only retailer to capitulate to the Trump administration and roll back its diversity, equity, and inclusion (DEI) initiatives, but it has suffered more backlash, foot-traffic declines, and reputational damage than others that did so.
One reason that consumers may seem inordinately disappointed with Target—and some are even boycotting the company—is that it trumpeted its commitment to DEI for decades before its retreat just five days after Trump’s inauguration—an inauguration, it turns out, to which Target contributed $1 million.
In 2009, for example, Target received a perfect score on the Human Rights Campaign’s (HRC) annual Corporate Equality Index, which rates companies on their inclusiveness for LGBTQ+ employees. It’s a milestone that Target still includes on its online company history timeline, but as part of its DEI rollback announcement, it pulled a 180, revealing it was “stopping all external diversity-focused surveys, including HRC’s Corporate Equality Index.”
This timeline tracks some milestones of Target’s diversity initiatives, as well as the fallout when the company rolled back its DEI efforts in January.
We’ll update this periodically, so if we missed some diversity-related milestones or news events from the more recent past, please let us know at [email protected].
1990
Target adds sexual orientation to its Equal Employment Policy.
2003
The Office of Diversity and Inclusion is established at Target, which its company history timeline calls its first “formal commitment” to DEI.
2009
The company earns a perfect score of 100 on the Human Rights Campaign’s Corporate Equality Index, which rates companies for their commitment to equality for LGBTQ+ employees.
2014
Target signs on to an amicus brief in support of a marriage equality case pending in the 7th Circuit.
2015
September 10
Target declares its support of the Equality Act, a bill before Congress that would amend the Civil Rights Act of 1964 to ban discrimination based on sexual orientation and gender identity. “Target proudly stands with the LGBT community through all that we do,” Caroline Wanga, Target’s senior director of diversity and inclusion, says in a statement. “We want to be a champion for an inclusive society.”
2016
April 19
Target announces that transgender customers and employees may use the restroom or fitting room that corresponds with their gender identity.
April 20
The American Family Association calls for a boycott of Target over its transgender restroom and changing room policy. “Clearly, Target’s dangerous new policy poses a danger to wives and daughters,” the group stated.
CNBC
May 11
On CNBC, Target CEO Brian Cornell defends the transgender bathroom policy over which Target is being boycotted. “We’ve had a long history of embracing diversity and inclusion,” Cornell says (per the Washington Post).
2020
May 25
After a convenience store employee called 911 alleging that George Floyd, a 46-year-old Black man, had purchased cigarettes with a counterfeit $20 bill, Floyd is killed by police while in custody. The killing happens not far from Target’s Minneapolis corporate headquarters.
June 15
Less than a month after the police killing of George Floyd, Target declares Juneteenth an annual company holiday. Says CEO Brian Cornell in a statement: “We recognize that the racial trauma the country is experiencing now is not new, but throughout recent weeks there has been a sense that this time is, and has to be, different.”
August 17
As part of what it calls its “commitment to racial equality,” Target announces the formation of its Racial Equity Action and Change (REACH) committee, composed of six senior executives at the company. “The need for social justice is undeniable and we’re committed to using Target’s size, scale, and resources to create positive change,” the company explains.
September 10
The retailer announces it will increase Black representation throughout its workforce by 20% over the next three years.
2021
April 7
Target commits to spending more than $2 billion with Black-owned businesses by the end of 2025.
Target
April 20
In a collaboration with the United Negro College Fund (UNCF), Target launches a scholarship program for students at more than a dozen historically Black colleges and universities (HBCUs). The Target Scholars Program will provide 1,000 first-year students with $5,000 scholarships, mentoring, and more.
April 27
CNBC headline: “Target CEO Brian Cornell says George Floyd’s murder pushed him to do more about racial equity, diversity.” In an interview, Cornell says, ”As CEOs, we have to be the company’s head of diversity and inclusion.”
2022
Target declares it is “enhancing” the year-old Target Scholars scholarship for students at HBCUs. To the 1,000 freshmen it granted $5,000 for their first college year, it will give another $10,000 over the next three years. “Target is continuing our longstanding work to invest in and accelerate the next generation of Black talent,” Damu McCoy, VP of talent acquisition, states in the announcement.
2023
May 23
Responding to conservative backlash, Target removes some items from its LGBTQ+ Pride collection from stores. “Since introducing this year’s collection, we’ve experienced threats impacting our team members’ sense of safety and wellbeing while at work,” Target said in a statement (via Reuters). “Given these volatile circumstances, we are making adjustments to our plans, including removing items that have been at the center of the most significant confrontational behavior.”
June 29
The US Supreme Court rules against the use of affirmative action by universities, and companies begin to worry about the implications to their DEI initiatives.
August 16
Target CEO Brian Cornell tells reporters that one reason recent quarterly earnings fell short of projections was the “negative reaction” to its Pride displays in May. But Cornell stresses that Target remains committed to DEI in its hiring, which he says “adds tremendous value for our shareholders.”
2024
UNCF via The Internet Archive Wayback Machine
October 29
A post (since removed; archived link) on the UNCF website highlights what apparently seems at the time like the Target Scholars program’s promising future: “As the program grows, its potential to empower future scholars and create a legacy of Black leaders is limitless, a source of pride and hope for all involved.”
2025
The Washington Post/Getty Images
January 23
Three days after his inauguration, President Donald Trump puts DEI in the crosshairs in a speech: “My administration has taken action to abolish all discriminatory diversity, equity, and inclusion nonsense—and these are policies that were absolute nonsense—throughout the government and the private sector.”
January 24
Just one day after Trump’s speech about DEI (and five days after his inauguration), Target announces it is ending numerous DEI initiatives including:
- The Racial Equity Action and Change (REACH) program.
- All participation in diversity-focused surveys, including the Human Rights Campaign Corporate Equality Index.
- Its “Supplier Diversity” team, which Target says will “evolve” to a “Supplier Engagement” team.
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While the announcement doesn’t explicitly say Target is discontinuing its Target Scholars program for HBCUs, it was first introduced as part of its REACH program, which it is discontinuing.
The UNCF, which partnered with Target and apparently administered the program, has taken down the FAQ for its Target Scholars program, which is now only available as an archived version via the Internet Archive Wayback Machine. No Target scholarships are included among the 14 currently listed on UNCF.
Neither Target nor UNCF responded to Retail Brew’s request to clarify the status of the Target Scholars program.
January 26
Organizers announce they are booting Target from the Twin Cities Pride parade and refusing its donation because it rolled back its DEI efforts. Although Target reportedly had participated for the last 18 or so parades and donated roughly $50,000 for the 2024 event, the group says Target is unwelcome after rolling back its DEI efforts.
“The community is just very disappointed that someone like Target, who has been a staple in our corner for so many years, has made this decision and not made the decision to stand up against those who are fighting against us,” explains Andi Otto, Twin Cities Pride executive director.
Twin Cities Pride launches a crowdfunding campaign to make up for the $50,000 Target was expected to donate to the parade.
January 27
Within 24 hours of launching its crowdfunding effort, Twin Cities Pride surpasses its $50,000 goal to make up for turning away Target’s donation. (At the time of publication in early May, the total was more than $106,000)
February 2
The backlash on social media against Target for backtracking on DEI begins to roil when Target posts about Black History Month.
February 13
Anne S. Dayton and Lucy B. Dayton, whose father was among the four brothers who founded Target, publish a letter in the Los Angeles Times saying they are “shocked and dismayed” by Target rolling back its DEI efforts.
February 28
Final day of Black History Month. Target had posted to Instagram about Black History Month 11 times in 2023 and eight times in 2024. This year, Target posted about Black History Month just once.
March 5
Lent begins, as does a 40-plus day Lenten boycott of Target (to end on Easter) spearheaded by Black Clergy. More than 150,000 sign on.
March 12
In the risk-assessment section of its Form 10-K filing with the SEC, Target addresses the fallout of rolling back DEI: “We recently announced that we modified and concluded certain of our initiatives related to diversity, equity, and inclusion, which resulted in adverse reactions from some of our shareholders, guests, team members, and others.”
April 13
For the week that ends on this Sunday, Target suffers its 11th straight week of YoY foot-traffic declines, according to Placer.ai. The slump began the first full week after Target backtracked on DEI.
National Action Network
April 17
The Reverend Al Sharpton agrees to meet with Target CEO Brian Cornell to discuss the backlash over Target backtracking on DEI. Sharpton issues a statement afterward calling the meeting “constructive and candid.”
April 20
Easter Sunday, the last day of the church-led boycott against, turns out not to be the last day. The pastor who led the boycott, Georgia’s the Reverend Jamal Bryant, says there will be a “full Target boycott” until the company restores its DEI initiatives.
Caliber
April 25
Caliber, a brand reputation analytics company, reports that Target’s reputation has suffered as a result of rolling back DEI, with 11% fewer respondents saying they’d recommend Target in February compared to January. Target’s reputation also slipped when it came to the percentage of respondents who agreed that it “is ethical in the way it conducts its business,” “behaves responsibly,” and “demonstrates leadership.”
April 28
Zacks Equity Research reports Target’s stock has dropped 6.82% over the last month, compared to the 2.65% loss of the retail-wholesale sector overall.
April 29
The Minnesota Star Tribune is the first to report that Target donated $1 million to President Trump’s inaugural fund, and confirms with the company that it was the first time the 62-year-old company had contributed to a president’s inauguration.