Target is facing major backlash from consumers — including a 40-day strike — as it moves to scale back its diversity, equity and inclusion (DEI) efforts.
Many of these consumers, particularly those who turn to Target for access to products from minority-owned businesses, are citing the retailer’s commitment to diversity and inclusion as a question mark.
As a Stony Brook University student — and as someone who knows how often myself and other students have relied on the local Target in South Setauket — it is disheartening to witness a company that has always prided itself on being inclusive take a step back from its DEI commitments. For many of us students on campus, we shop at Target not only for convenience, but because it’s one of the few stores where we can stock up on products that reflect our identities and needs. For a corporation that prides itself on being progressive, sidelining diversity roles and scaling back equity initiatives is a betrayal to its employees and to the communities it says it seeks to serve.
Target’s decision to consider layoffs to its DEI team in the middle of national conversations about race, gender and workplace inclusion is vexing, particularly when we think about how that affects the students and shoppers who rely on them. This is not just another corporate maneuver, it sends a message about priorities. As students of a public university like Stony Brook, which prides itself on diversity, we notice when companies stop serving us.
Since President Donald J. Trump’s entrance into the Oval Office, he has signed numerous executive orders seeking to eliminate DEI initiatives, particularly within government jobs. Consequently, many companies are retreating on their DEI initiatives. Target is among the companies experiencing serious backlash right now, which led them to announce changes to its DEI programs.
In a statement released by Target on Friday, Jan. 24, the company reiterated its commitment to inclusion: “We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment of inclusion,” Target said. “Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results.”
Target explained its approach, focusing on attracting team members who mirror the communities they serve, delivering joyful experiences for guests and deepening relationships with their communities. Yet, those statements don’t match up with Target’s actions. In its latest communication, the company shared that it will officially wrap up its Racial Equity Action and Change initiatives in 2025 as planned, taking a concluding step of sorts for its current efforts in DEI.
Though the company is facing criticism currently, Target was previously recognized for its inclusive hiring. This demonstrates the company’s longstanding dedication to creating a diverse and inclusive workplace, specifically for underrepresented populations. Now, Target faces a question raised by many consumers, including some who say they’re pushing for change during the current 40-day strike: will the company make good on its promises? Or will it lose the ground it has gained in diversity and inclusion?
This decision to scale back these DEI initiatives angered many consumers, especially those who depend on Target for access to products from Black and minority-owned businesses. For many people of color, Target serves as a crucial retailer for products that may not be widely available elsewhere. Shopping at Target not only provides access to these items but also helps support the businesses behind them. Some Black-owned brands, including small and independent businesses, rely on the visibility and support that comes with being available on Target shelves. Among them is Curls, a hair care brand known for its nourishing and defining products and Play Pits, a natural deodorant alternative for active kids and adults. As of 2025, more than 150 Black-owned brands are available at Target, both in stores and online, offering a range of products from hair care and beauty to groceries, toys and home goods.
In April 2021, Target announced a plan to spend $2 billion with Black-owned businesses by 2025 as part of a broader goal to create more equitable, welcoming experiences for Black guests and to create economic opportunity for Black entrepreneurs. The effort aimed to not only increase the number of Black-owned brands in stores and online, but also to increase spending with Black-owned suppliers. The company also committed to developing new resources for Black business owners and keeping the public updated on its progress. In that time, Target has made significant progress, increasing investments with Black-owned businesses by over 50 percent, and it says it has doubled the number of Black-owned brands available for sale in stores and online. Yet, with the economic winds shifting and a focus on crunching costs, the overhaul of its DEI programs created a rift.
I spoke with a Farmingdale State College student, Franchesca Moreno, a junior computer science major and a frequent Target shopper for hair products and other necessities, on her take on the boycott she now supports.
“When I first heard that Target was backtracking on its DEI initiatives, I was honestly stunned and I felt this sense of betrayal and fear,” she said. “Knowing that not just Target but [other] major corporations doing that will affect millions of people trying to get jobs — people who might get a no because of their ethnicity, race, gender or religion — makes it honestly a common fear a lot of us have.”
In response to the changes, a 40-day strike has been called to pressure the company to recognize its responsibility to the communities that make it succeed, which raises an intriguing question: should corporations be punished for abandoning DEI? Absolutely. If a company profits from people of color, it can’t turn around and disregard their well-being. Consumers won’t continue to support businesses that send a message of exclusion.
The effect of consumer boycotts on big companies is not novel. Previous boycotts — including those of Starbucks related to the Israel-Palestine conflicts — have demonstrated that these movements can indeed change a company’s bottom line. According to data provided by Placer.ai, Target’s in-store foot traffic dropped by 9.5% on Feb. 28, 2024, compared to the same date a year earlier. The decline in traffic was also seen when compared to the previous five Fridays and the year-to-date daily average.
Target employee Abigail Rodriguez has been working since before the boycott. “Since the 40-day strike, I have noticed less traction in the store, and the store doesn’t really get all that busy like it used to on the weekends,” she said. “It’s definitely a departure from what I tend to see, and I think it’s definitely because of the strike.”
By the end of February, Target’s stock fell $27.27 per share, or $12.4 billion in market value, after it scaled back its DEI efforts. The NAACP has also released a Black Consumer Advisory, urging Black customers to buy from other businesses that are committed to DEI.
“We have the power to choose where we spend our money,” NAACP President and Chief Executive Officer (CEO) Derrick Johnson said in the advisory statement. “If corporations want our dollars, they better be ready to do the right thing.”
As a Target employee myself, who was hired before the company scaled back its DEI policies, I’ve personally noticed a drop in store traffic. Since the strike began on Feb. 1, foot traffic on weekends has significantly decreased. I spoke with Moreno about what she has noticed since the boycott at her Target.
“Given how much this scaling back is going to affect the future, I don’t want to buy from a corporation that’s going to detriment an entire population trying to find jobs,” she added.
Moreno’s worries mirror a similar feeling among many shoppers who are uncomfortable with Target’s decision to scale back its DEI commitments. More critically, her comments show how companies tend to fold under pressure when faced with cancel culture. They react only when public uproar looms over their backs. In fact, many corporations wouldn’t change course if it weren’t for the criticism, even if that means their businesses were slowly dying off. Because ultimately their purpose is making money. Not whose pocket it comes from, their loyalty lies with what makes them the most revenue, not necessarily with the values they claim to uphold.
When a corporation announces to stand for diversity, its behavior must line up with its rhetoric. Consumers deserve insight into where a company really stands to inform themselves on where to shop. (One of the most significant drivers of a brand’s reputation and profitability is of course trust. Without transparency, trust can be lost.)
Rather than scaling back its DEI work as Target recently did, Costco is doubling down. Costco CEO Craig Jelinek also reaffirmed the company’s commitment to DEI during its 2025 annual meeting, where nearly 98% of shareholders voted a proposal down to assess the risks of its DEI practices.
This action is quite different from the numerous businesses that fold when faced with criticism. Ben & Jerry’s is a prime example of how corporate commitments to social issues tend to weaken when they threaten revenue. The CEO of the company abruptly resigned after making a political comment and the company was thrown off track by the response.
Making the decision to keep or discontinue DEI projects involves more than just moral considerations; it also involves weighing the opinions of the general public, the interests of shareholders and the enduring loyalty that a brand has from its supporters. That is becoming more and more important as today’s consumer expectations change quickly.
Corporate giants such as Target must understand that their actions have consequences and the communities they serve have a right to be heard and supported. More importantly, they need to be honest about their values. When a company reveals information to their consumers, it gives consumers the opportunity to stand by the company or take their business elsewhere.
