Could Target Re-Establish Its DEI Targets?

It depends on which arrow and quiver they choose...

This picture is courtesy of the Target Corporation’s Web site, as part of its corporate discussion of DEI. On the page, it cites a passage from Maya Angelou:

“If you don’t know where you’ve come from, you don’t know where you’re going.”

While this Web page was shared in 2022, it appears that Target Corporation doesn’t appreciate where it has come from, where it is going or perhaps worse—where its customers come from.

At one point or another, we have all chosen to “boycott” a company, a brand or a product.

One little step to say “NO” can be empowering. If it’s done right, your response might get people to think differently.

If it’s REALLY done right, the company being boycotted may just realize THEY are in the wrong and need to change.

The Target Corporation has had its share of ups and downs with boycotts. Customers have boycotted the store and its products before for numerous reasons—and I am sure they all had some degree of merit. But the current slate of boycotts affecting Target as a result of its about-face on DEI is having a real impact on business.

Many major news outlets have cited stories of foot traffic dropping in Target stores across the country as a result of its DEI response. Target reported revenue declines in February—that RARELY happens. Target’s social media has been filled with words and actions that demonstrate that the drop in foot traffic could result in drops in other types of traffic changes, say, oh I don’t know, the velocity of shareholders dumping Target stock.

Here’s the worst part—Target Corporation’s 10-K, filed in February 2025, the company actually recognized that boycotts can have a real impact on business. I linked the 10-K here, but here’s the most important line I found in it:

"To be successful in the future, we must continue to preserve Target's reputation. Our reputation is largely based on perceptions."

Herein lies why I write COMMUNICATIONISM, and why I believe the power of ethical communications matters now more than ever.

A formal document filed with the Securities and Exchange Commission clearly states that unethical actions can shape one’s perception and image. And now, Target CEO Brian Cornell is appreciating the relationship between “boycott” and “perception” more than ever…

…but his actions and responses may prove to bite him where it hurts. In what may be a short-term investor salve, Cornell is being seen in any major news outlet possible meeting with Reverend Al Sharpton to address the changes. The short-sighted investor will see this as an olive branch. The objective communicator I am doesn’t hold much stock in these meetings UNLESS Cornell lays out a blueprint for reversing this course.

Back when George Floyd was on everyone’s mind, Cornell and Target made a stronger commitment to Black-owned brands. So when 47 was elected, did Target call a mulligan? Did the company decide that DEI wasn’t needed?

I sincerely hope that Target sees the errors in its ways, and changes course to make the company, the brand and its stores the inclusive entity it used to be.

Otherwise, the company is going to fall off target in more ways than one.