Target's Sales Decline Amid DEI Boycott Movement

Target is facing a wave of consumer backlash as shoppers respond to the company's recent rollback of its diversity initiatives. What began as quiet frustration has now turned into a full-fledged Target boycott, with consumer protests spreading across the country. 

The retail giant, once praised for its commitments to diversity, equity, and inclusion (DEI), now finds itself in the center of a growing storm, and the fallout is beginning to show up in its sales numbers.

Consumer Protests Over Target's DEI Changes Lead to Sales Decline

CEO Brian Cornell recently acknowledged that the company’s evolving approach to DEI, now rebranded under the term “belonging,” played a role in its disappointing first-quarter results. 

While other factors like consumer confidence and tariffs have also taken a toll, Cornell admitted that the backlash to DEI changes was one of several headwinds Target faced.

Foot traffic has dipped, sales have slipped, and the usual seasonal boosts haven’t been enough to make up the difference. 

According to retail analyst Neil Saunders, the Target sales decline can’t be blamed solely on the DEI rollback, but there’s no denying that the shift has certainly not been helpful.

What’s Behind the DEI Rollback?

The situation goes back to 2020, when Target expanded its diversity initiatives following the murder of George Floyd in its hometown of Minneapolis. The company pledged to invest over $2 billion in Black-owned businesses and took a very public stand on social justice. CEO Cornell even said the killing could have happened to one of his own team members.

But, earlier this year, Target quietly pulled back on those commitments. Several programs were renamed, sourcing goals were not renewed, and the once robust LGBTQ+ Pride collection was noticeably scaled down. While the company insists it's still recruiting from diverse schools and maintaining inclusive partnerships, critics aren’t convinced.

Consumer Protests Continue to Build With the Target Boycott

That skepticism has led to widespread consumer protests, particularly among civil rights leaders and faith groups. Pastor Jamal-Harrison Bryant, for example, is organizing a demonstration outside a Target store in Georgia to mark the fifth anniversary of Floyd’s death. The protest will last nine minutes and forty seconds, the same length of time Floyd was pinned to the ground by police.

Other activists have also voiced disappointment in Target’s recent moves, arguing that a company so quick to celebrate its DEI commitments just a few years ago shouldn’t backtrack now. Even some early supporters of the DEI campaign say they aren’t satisfied with Target’s current stance and want to see more tangible actions.

Target Tries to Rebuild Trust Amid Retail Backlash

Despite the growing retail backlash, Target insists it’s still committed to maintaining inclusion. A company spokesperson emphasized their dedication to serving diverse communities and delivering a retail experience that feels welcoming to everybody.

Internally, the tone feels a lot more urgent. Cornell has acknowledged that “silence from us has created uncertainty” and has met with civil rights leaders like the Rev. Al Sharpton to try and smooth things over. Whether these meetings can translate into real progress remains to be seen.

The Road Ahead for Target

As the Target boycott grows louder and sales continue to suffer, the company finds itself at a crossroads. Should it double down on its original DEI goals, or stick with the scaled-back approach to quiet controversy? So far, it appears the middle-ground strategy is pleasing no one.

If the current trend holds, 2025 could be a rough year for Target. The company is grappling not just with changing consumer habits, but with the consequences of its own shifting values, and shoppers are clearly paying attention.

Let’s see what happens. But, one thing’s clear: the Target boycott isn't going away anytime soon.