Rollback of DEI policies after Trump signs executive order

Target announced on Friday that it will be back Diversity, Equity and Inclusion (DEI) Policies that follow President Trump’s executive order to review such initiatives. The move adds Target to the list of companies that are scaling back or eliminating their DEI efforts when these programs come under increased scrutiny.

Target’s head of community impact and equity, Kiera Fernandez, said in a memo to employees on Friday that the retailer will implement the changes as part of its “bullseye” strategy. This includes completing the three-year DEI goals and ending Racial Equality Action and Change (REACH) as planned by 2025.

“As a retailer that serves millions of consumers every day, we understand the importance of keeping up with the evolving landscape now and into the future – all to drive Target’s growth and win together,” said Fernandez.

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The Minneapolis-based retailer said it used “years of data, insights, listening and learning” to share the next phase of its strategy.

The Target announcement comes as pressure is mounting on major corporations, particularly initiatives aimed at increasing racial and gender equality in the workplace, from social media influencers like Robbie’s Starbucks. The initiatives also faced sharp criticism from Trump, who on Tuesday signed an executive order directing government agencies to scrutinize DEI programs at publicly traded corporations, large nonprofit corporations or associations and foundations with at least $500 million in assets. Target comes under this category.

“Unlawful DEI and DEIA policies not only violate the letter and spirit of our long-standing federal civil-rights laws, they also outrage our national unity when they deny, denigrate, and undermine traditional American values ​​of hard work, excellence, and individual achievement. Illegal, destructive, and harmful identity theft It supports system,” the executive order stated.

Fernandez said Target is recruiting and retaining employees who are “representative of the communities we serve,” but that going forward it will end all external diversity-based surveys, including HRC’s Corporate Equality Index.

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Fernandez said in the memo that Target’s “supply diversification” will transform the group into “supply engagement.”

Ticker	Security	last one	Change	change %
TGT	TARGET CORP.	137.25	+1.48	+1.09%

It also evaluates corporate partnerships and staff resource teams to focus on development and mentoring for all communities.

“We focus on driving our business by creating a sense of ownership for our team, our guests and our community with a commitment to inclusion. Inclusiveness is an integral part of our team and culture, fueling consumer relevance and business results,” Fernandez said. He wrote.

Several companies, including Amazon, Lowe’s, Meta, McDonald’s, American Airlines and Boeing, have scaled back their DEI programs as the pressure mounts. In November, Walmart, the nation’s largest private employer, announced plans to roll back its policies, including how it controls products in its marketplace and reviews financial aid.

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In contrast, some companies have resisted activist pressure by publicly affirming their commitment to maintaining DEI policies.

Microsoft CEO Satya Nadella said in the technology company’s annual report in October that “the workforce we serve and the products we build always meet the needs of our customers” and “will continue to hire, develop and evolve.” Developing a global workforce that better supports each other and our customers”.

Pinterest’s chief legal officer Wanji Walcott posted on LinkedIn that the company is “focused on increasing inclusion and diversity both within our company and across our platforms, investing in critical initiatives like pay equity internally and externally.”

Still, anti-activist Starbucks says it has no intention of ending the campaign anytime soon, taking credit for companies to improve or end their DEI programs.

Target first introduced the “Blonding at the Bullseye” strategy to employees in early 2024, but has been working on it since 2021.