Target Moves From DEI to ‘Belonging’
Target ends its DEI initiatives, adopting a "belonging" strategy to align with evolving corporate landscapes.
Target Corp. is joining in the corporate migration away from its diversity, equity and inclusion — and picking up the mantle of “belonging” instead.
The retailer said Friday that it was concluding its Racial Equity Action and Change initiatives this year, as planned. It will also stop participating in all external diversity-focused surveys, including The Human Rights Campaign’s Corporate Equality Index. Likewise, Target’s “Supplier Diversity” team is taking on the “Supplier Engagement” moniker to reflect the company’s desire to have a broad range of suppliers and to zero in more on small businesses.
Related Articles“As a retailer that serves millions of consumers every day, we understand the importance of staying in step with the evolving external landscape, now and in the future — all in service of driving Target’s growth and winning together,” said Kiera Fernandez, executive vice president and chief community impact and equity officer, in a memo to the company.
Target is not alone — in retail or the broader corporate world.
You May Also LikeIn November, Walmart moved away from DEI in favor of belonging shortly after “anti-woke” culture warrior Robby Starbuck planned to publish a story on “wokeness” at the giant retailer. Walmart also is no longer contributing to the HRC’s corporate index.
And more companies have joined in as Trump brought his campaign against DEI to the White House.
On Monday, just a day after being sworn in as president again, Trump moved to officially end “illegal discrimination” while “restoring merit-based opportunity” with an executive order.
Trump reaffirmed federal civil rights, but said “critical and influential institutions of American society, including the federal government, major corporations, financial institutions, the medical industry, large commercial airlines, law enforcement agencies and institutions of higher education have adopted and actively use dangerous, demeaning and immoral race- and sex-based preferences under the guise of so-called ‘diversity, equity and inclusion.’”
The order instructed agencies to “enforce our longstanding civil-rights laws and to combat illegal private-sector DEI preferences, mandates, policies, programs and activities.”
While it’s not clear just what that enforcement would look like — or exactly which elements of private DEI programs are illegal — Target and others are recalibrating.
“For more than 20 years, Target has fueled our business by building teams with diverse perspectives and experiences, creating inclusive work and guest environments that welcome all, and developing strategies that represent the U.S. consumers we serve,” Fernandez said.
“We’ve also deepened our understanding of how building a sense of belonging for every member of our team, guests and communities can help drive our business and strengthen our culture. So, as we kick off the new year, we will further our commitment to growth and opportunity for all through our strategy, Belonging at the Bullseye,” Fernandez said.
Target has already shifted its stance on sensitive social issues. In 2023, the retailer came under pressure from activists who objected to its Pride-related “tuck-friendly” swimwear and styles with extra crotch coverage. The company removed some products after receiving threats and scaled back its Pride collection last year.
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