Corporate America’s DE&I programming just took another hit.
On Jan. 24, retail giant Target announced it would change several aspects of its DE&I programming, including ending its three-year DE&I goals, focusing its employee resource groups (ERGs) on development and mentorship, and ceasing reporting to external groups like the Human Rights Campaign’s (HRC) Corporate Equality Index, which benchmarks corporate policies for LGBTQ+ inclusion.
The company said, however, that it remains “focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment to inclusion.”
An LGBTQ+ leader. Prior to its DE&I rollback, Target had long been hailed as a top employer for LGBTQ+ workers, earning its first perfect score on the HRC’s Corporate Equality Index, designating it a “leader in LGBTQ+ workplace inclusion,” in 2009. It earned that same score on the 2025 ranking. Its ERG for LGBTQ+ workers also won an “Outie” award for “ERG of the Year” from LGBTQ+ workplace activism nonprofit Out & Equal in 2013.
Now, it seems Target may have even removed from its website press releases related to its LGBTQ+ activism. These include one from 2015 supporting the Equality Act—a congressional bill that, if passed, would grant civil rights protections, including from employment discrimination to LGBTQ+ people—and another from 2016 stating it would allow “transgender team members and guests to use the restroom or fitting room facility that corresponds with their gender identity.”
Links to both of these press releases (which were archived on the Wayback Machine as recently as December and January) now redirect to Target’s “Belonging at the Bullseye” webpage, as do other DE&I-related pages, including “Diversity Equity & Inclusion” and “Team Members & Guests.”
Zoom out. The retail giant is the latest of several large companies to backtrack on DE&I programming, including participation in the HRC’s Corporate Equality Index.
Robby Starbuck, an anti-DE&I and anti-LGBTQ+ activist who has taken credit for the rollback at several companies, claimed via an X post on Friday that he was “doing a story on wokeness” at Target when he learned executives were planning to make DE&I programming changes, and instead decided to write about the company’s policy changes. Starbuck has targeted LGBTQ+ individuals previously, as well as companies that participate in the HRC’s Corporate Equality Index.
Rollback backlash. Target’s announcement was quickly met with retaliation on social media, where posts that have garnered thousands of likes have called for consumer boycotts of the brand. Jason Chavez, a city council member in Minneapolis—where Target is headquartered—called the rollback “disappointing” and urged “everyone to consider supporting small businesses and family-owned grocery stores in our community instead” on what was previously known as Twitter.
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Over the weekend, Twin Cities Pride, which organizes Pride festivities in Minneapolis, announced that it removed the retail giant as a sponsor for 2025.
“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,” Andi Otto, executive director of Twin Cities Pride, told Minnesota Public Radio.
The announcement also drew criticism from DE&I and HR pros on LinkedIn. Angel Uddin, senior director of equity, diversity, and inclusion at the University of Minnesota’s office of HR, said, “this recent rolling back of DEI initiatives by our biggest retailer, Target has sent shock waves through the local DEI community.”
“Looking at your consumer base and your workforce diversity, one would have thought you of all businesses would have leveraged your strength in community. Giving in, sends a loud message of racism rules. You let the bully win,” Uddin added.
“I recently read about Target and my heart sank. DE&I is not a trend, and the term ‘DE&I hire’ is a callous and ignorant statement,” Stephanie Kronberg, VP of US talent and development at Dentsu, wrote.
“It’s disheartening to see companies like Target, Boeing, and Lowe’s Companies, Inc. roll back their commitments to Diversity, Equity, and Inclusion (DEI),” Melony Menard, an operations manager at Amazon, wrote. “These initiatives are not just checkboxes—they’re critical to fostering innovation, attracting top talent, and building workplaces that reflect the communities we serve.
In response to HR Brew's request for comment, a Target spokesperson shared a memo sent to employees by Kiera Fernandez, executive vice president and chief community impact and equity officer, outlining the company’s “Belonging at the Bullseye” strategy. “We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment to inclusion. Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results.”