Target’s decision to scale back its diversity, equity, and inclusion (DEI) programs is sparking significant backlash from the LGBTQ+ community, particularly in the retailer’s home city of Minneapolis. The move has led to the cancellation of Target’s involvement in the Twin Cities Pride Festival, a long-time event where the retailer had been a key sponsor.
On Friday, Target, headquartered in Minneapolis, announced changes to its “Belonging at the Bullseye” strategy, which includes ending its three-year DEI goals and discontinuing its Racial Equity Action and Change (REACH) initiatives by 2025. The announcement comes as part of broader corporate adjustments in response to increased scrutiny of DEI programs nationwide, following pressure from political leaders and conservative groups.
Twin Cities Pride Cuts Ties with Target
The decision to roll back DEI efforts has not been well received by local LGBTQ+ advocates, especially in Target’s hometown. Over the weekend, organizers of the Twin Cities Pride Festival, one of the largest LGBTQ+ events in the region, announced that Target would no longer be involved in this year’s festivities. The move marks a significant rupture between the company and a key event that had been closely aligned with Target’s support for the LGBTQ+ community.
Andi Otto, executive director of Twin Cities Pride, explained in an interview with MPR News that the decision to sever ties with Target was made after the company’s recent changes to its DEI initiatives. Otto emphasized that, given the current climate for the LGBTQ+ community, it would not be appropriate for Target to participate in the parade or other Pride activities.
“In the current climate that we are having to live in as a community, I made the decision that it would not be in the best interest of our community to have Target’s presence at Pride or the parade this year,” Otto told MPR News.
Loss of Funding for Twin Cities Pride
Twin Cities Pride also revealed on social media that its decision to part ways with Target meant losing a significant sponsor, which contributes $50,000 annually to the festival. Despite the financial hit, organizers stated that they felt the choice was necessary to stand firm on their commitment to LGBTQ+ rights and support for marginalized communities.
To offset the loss, Twin Cities Pride launched a fundraising campaign, which as of this writing had raised nearly $28,000 toward its $50,000 goal. The organizers have received widespread support from local businesses and community members who also oppose Target’s DEI rollback.
Target’s DEI Rollback and National Trend
Target’s decision to scale back its DEI programs follows a broader trend seen across corporate America, where companies have faced growing pressure to reassess or eliminate such initiatives. The backlash to DEI efforts has been fueled by political and ideological shifts, particularly following actions by the Trump administration to review such programs.
In recent months, several high-profile companies, including Amazon, Lowe’s, Meta, McDonald’s, American Airlines, and Boeing, have announced similar cuts to their DEI programs amid increasing political and public scrutiny. The companies have cited a variety of reasons for scaling back or reassessing their DEI efforts, including cost concerns and pressure from conservative activists.
Target’s decision to scale back its DEI initiatives also comes in the wake of President Donald Trump’s executive orders aimed at reviewing and, in some cases, limiting DEI programs. These orders were part of a broader effort by Trump to push back against what he called “woke” corporate practices, including DEI and environmental sustainability programs, that he viewed as overly politicized.
What’s at Stake for Target?
For Target, the backlash is particularly significant because the retailer has long been seen as a supporter of the LGBTQ+ community, both in terms of its public-facing initiatives and its internal workplace policies. Target’s Pride Month campaigns and its extensive Pride collections, featuring rainbow-themed merchandise, have made the retailer a go-to for LGBTQ+ shoppers and allies. The company has also been praised in the past for its inclusive workplace practices, including support for transgender employees and benefits for same-sex partners.
However, as the national debate over DEI policies intensifies, companies like Target are finding themselves caught in the middle. While some consumers and advocacy groups are pushing for more inclusive policies, others are calling for businesses to dial back their efforts, citing concerns about divisiveness and the politicization of corporate practices.
The retailer’s decision to scale back its DEI programs may signal a shift in how it balances social responsibility with business interests. Target did not immediately respond to requests for comment on the Twin Cities Pride decision or on how the company plans to address the criticism.
Growing Scrutiny of Corporate DEI Efforts
The controversy surrounding Target’s DEI rollback is part of a larger national conversation about corporate social responsibility, particularly when it comes to race, gender, and LGBTQ+ inclusion. As DEI programs face increasing scrutiny, companies are navigating a delicate balance between upholding their values and responding to external pressures.
For many critics, the reduction of DEI initiatives is seen as a retreat from progress, especially in a time when issues of racial and gender equity remain at the forefront of national discussions. On the other hand, some see these moves as a necessary adjustment in the face of political polarization and shifting corporate priorities.
As Target faces growing backlash from the LGBTQ+ community, it remains to be seen how the company will address its future role in supporting diversity and inclusion, particularly in its hometown, where it has been a key sponsor of Pride events for years.
Target’s decision to roll back its DEI programs and its fallout with Twin Cities Pride highlight the complex intersection of corporate interests, social responsibility, and political pressures. As more companies face similar challenges, the debate over the future of DEI initiatives in corporate America is likely to intensify. For now, Target’s actions have raised important questions about the role of businesses in advancing—or retreating from—social justice causes.
