Target Untargeting: Consumer Diversity and the Reversal of DEI
Abstract
This critical incident (CI) describes the fallout from Target’s decision to roll back its diversity, equity, and inclusion (DEI) initiatives following the 2025 inauguration of President Trump, a vocal critique of DEI. As a company which openly supported minority communities and consumers, this about face was seen as a betrayal to the minority communities that supported Target. The response was swift, with an immediate call for boycotts which resulted in a noticeable decline in foot traffic and stock value. Target had miscalculated the impact of DEI, and now Brian Cornell, Target’s CEO, was looking to do some damage control.
Fields of Study & Subjects
Gender Diversity and Inequality
Public Relations and Crisis Communication
Ethics in Business and Education
Publication details
- Journal / source
- Journal of critical incidents
- Volume
- 18
- Issue
- 1
- Pages
- 129–129
- Publication date
- 20 January 2026
- Language
- EN