It’s been 3 months since President Trump signed an executive order to scale back on Diversity, Equity and Inclusion programs that were set in place to allow equal opportunities for all American’s, more specifically for people of color.
Although President Trump seemingly isn’t affected by the backlash following his decision, Target now enters its 8th week of declining sales due to following Trump’s new order.
Just days after Trump’s accountment, Target also announced they are making DEI cuts including withdrawing their participation in tracking LGBTQ+ corporate policies and practices.
This decision made way for multiple boycott threats from consumers of Target. In addition to the DEI cuts, target has discontinued its three-year DEI goals and stopped any initiatives involved in advancing the careers of Black Employees.
In short, all parts of the employment process will be based solely on merit. During the week of January 27th, just a few days after the company announce its roll back, Target’s foot traffic began to decrease.
In recent years, Target has faced a few significant backlashes. In 2023, Target featured items included in their Pride collection in support of the LGBTQ+ community and their efforts in maintaining equality. The decision sparked a controversy as conservatives argued that the items were targeting children and families.
Target’s roll back decision, being a surprise to many of Targets partners, has taken a toll on their sales as well.
Tabitha Brown, Emmy-Winning host and actress, took to her Instagram to discuss the effects of boycotting Target would have on her business. Just 3 years ago, May 17th, 2022., Mrs. Brown announced her partnership with Target in selling items like apparel, home goods and food.
In the video, Mrs. Brown urges fans to consider partners of target, like herself, who will fall victim to the boycott threats. “If we all decide to boycott and be like we’re not spending no money at these organizations. I 1000% support that.” She continues, “but so many of us will be affected and our sales will drop”.
In the week of March 17th, Target’s foot traffic shrinks to 5.6% year-over-year. According to reports, Target has lost more than $12.4 billion in revenue in addition to their stocks plunging by $27.27 a share.
If things weren’t already taking a turn. Dr. Jamal Bryant, pastor of New Birth Missionary Baptist Church in metro Atlanta, leads a 40-day fast of Target in response to their decision. Currently hoping to get 100,000 signatures and to halt spending at target, he describes his efforts as needed due to Target’s retreat from commiting to black businesses and consumers.
Target previously pledged $2 billion in investments to Black-owned business, in Minneapolis, where George Floyd was tragically murdered in 2020. Dr. Bryant appeared on live via YouTube talking with BlackPress USA TV, he says “That commitment was due in December when they pulled out of DEI, they also canceled that $2 billion commitment.”
We reached out; however, Dr. Bryant has not reached back out for comments. In our best efforts, we’ve also reached out to a consumer of Target’s products Gwendolyn Jenkins of Silver Spring, Maryland.
Mrs. Jenkins says, “I shop at Target for my youngest son. He loves the good fellow brand. They typically sell like sweaters, hoodies, shirts. He says it fits ‘his style’.”
Target has over 45 private label brands, in addition to national brands, both online and in its physical store.
She continues, “He and I have both decided to opt out of buying from the stores. I’m big on principle and if they were in support of us. Like really in support of us…. doing this just shows they never were”.
Target CEO, Brian Cornell, has agreed to address the controversy head-on. On April 17th, He and Rev. Al Sharpton met in New York. Though the contents of that meeting have not been made public, Al Sharpton called the interview “constructive and candid” and plans to inform Dr. Bryant of the discussion.
Target’s challenges are far greater than the DEI backlash. The retailer’s annual revenue has gone flat for more than four years.
Fortunately, Competitors like Walmart have seen an increase in sales. However, Target now enters its 10thstraight week in declining sales and foot traffic. Only time will tell if Target still stands on its feet when the dust settles.
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