Target is ending its diversity goals as a strong DEI opponent takes the White House.

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NEW YORK (AP) – The discount store chain Target It said Friday it will join rival Walmart and other popular American brands in pulling back. Diversity, equity and inclusion Initiatives attacked by conservative activists and until this week, The White House.

The Minneapolis-based retailer said the changes to its “Being in the Bullseye” strategy include stopping. The program he established To help black workers build meaningful careers, to improve and promote the black consumer experience Black-owned businesses followed by Police killing of George Floyd In 2020.

Target, which It operates about 2,000 stores It says it employs more than 400,000 workers nationwide, and plans to end its seed program this year. The company said Friday it will complete the diversity, equity and inclusion, or DEI, goals it previously set. in three-year cycles.

Its goals include hiring and promoting more women and members of racial minorities, and hiring more diverse suppliers, including businesses owned by people of color, women, LGBTQ+ people, veterans, and people with disabilities.

Target has been a staunch corporate advocate for the rights of Black and LGBTQ+ people. In a memo to employees, Target’s chief community impact and equity officer Kiera Fernandez described DEI’s decisions as the “next phase” in the company’s decades-long process to “create inclusive work and guest environments.”

“Years of data, insights, listening and learning have been shaping this next phase in our strategy,” Fernandez wrote in the memo, which Target shared Friday. “And as a retailer that serves millions of consumers every day, we understand the importance of keeping up with what’s happening now and in the future.”

There is no doubt that the landscape of civil rights in the United States has changed significantly in the last five years Most of corporate America Response DEI adopted goals. Black Lives Matter protests It follows Floyd’s death in Minneapolis.

In 2023, the United States Supreme Court upheld a decision to ban affirmative action in college admissions Conservative groups to sue or threaten Targeting corporate initiatives such as employee resource groups and planning hiring practices that prioritize historically marginalized groups.

Walmart, McDonaldsFord, Harley-Davidson and John Deere They are in between. Popular consumer products which have reduced or terminated their DEI commitments in recent months.

President Donald Trump signaled this week that his administration is aligning with conservatives who have argued for policies designed to increase minority representation by taking into account issues such as race, gender and others. Sexual orientation They are unconstitutional.

On his first day in office, Trump signed an executive order aimed at ending DEI programs in the federal government. The command asks Revoke all DEI ordersPolicies, choices, and practices, as well as reviewing and improving existing employment practices, union contracts, and training policies or programs.

Still, some well-known companies have resisted public pressure to back away from their diversification plans. on thursday, Costco A motion requiring shareholders to review the club’s operator for any risks it poses was rejected. Diversity, equity and inclusion Experiences.

According to preliminary results shared by Costco executives, more than 98% of stocks opposed the proposal by the conservative think tank in Washington. Costco’s board of directors recommended no vote.

Apple’s board and the CEO of JPMorgan Bank have expressed their commitment to protect their companies’ DEI activities.

As some companies retool or retire their diversity initiatives, that’s where Target works. Building a more inclusive workforce It predates 2020, and the company has long been seen as a trailblazer when it comes to LGBTQ+ inclusion.

But a staff memo shared Friday said Target does not participate in surveys designed to measure the effectiveness of its actions, including the annual index of national LGBTQ+ rights organizations compiled by the Human Rights Campaign. Target said it will further review corporate partnerships to ensure they directly align with business objectives, but declined to share details.

Getting corporations to leave the Human Rights Campaign’s corporate equality directory and stop sponsoring Pride events were goals of DEI’s opponents.

Avoiding the backlash from conservative customers and organizations is something that Target has been trying to navigate for some time. In the year As transgender rights became a hot topic in 2016, the company declared that “inclusion is a core belief at Target” and asked transgender employees and customers to use which restrooms or gyms “matched their gender identity.”

But after some customers threatened to boycott Target stores, the company revealed that additional stores with one bathroom door will be locked.

In the year 2023 Target removed After some pride month merchandise Online complaints And the retailer said in-store brawls threaten staff safety. The company decided not to stock up last year Pride month products in every US store.