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In a statement, Target’s Chief Community Impact and Equity Officer, Kiera Fernandez, explained the company’s decision:
“Belonging at the Bullseye strategy adapts to the evolving external landscape. This includes concluding its three-year DEI goals and ending its Racial Equity Action and Change (REACH) initiatives in 2025, as planned.”
Though Target executives are attempting to spin the move as part of a natural progression, the timing tells a different story. The 2024 election sent a clear message—Americans are rejecting radical policies and demanding accountability from corporate leaders.
Fernandez’s statement acknowledged that the company is shifting with the political and cultural landscape:
“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.”
Translation: Target executives saw the writing on the wall. They knew they were at risk of alienating customers and becoming the next corporate casualty of the anti-woke movement. Rather than risk a public relations disaster or federal scrutiny, they made the strategic decision to step away from DEI.
Still, Fernandez tried to cushion the blow for those on the Left, using corporate jargon to reassure activists:
“We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment to inclusion. Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results.”
Trump’s crackdown on DEI isn’t limited to corporations voluntarily abandoning these programs. He has taken decisive action to ensure woke ideology is eradicated from the federal government and beyond.
Just Released: Trump White House Collector’s Bobblehead!
One of his first moves was rescinding a 1965 executive order from President Lyndon B. Johnson, which established DEI-style hiring practices for businesses contracting with the federal government. But Trump didn’t stop there.
He signed an executive order directing the Department of Justice to investigate private companies engaged in illegal and discriminatory DEI policies. The order made it clear that these programs are not only unlawful but actively harmful to American values:
“Illegal DEI and DEIA policies not only violate the text and spirit of our longstanding Federal civil-rights laws, they also undermine our national unity, as they deny, discredit, and undermine the traditional American values of hard work, excellence, and individual achievement in favor of an unlawful, corrosive, and pernicious identity-based spoils system.”
Target’s leadership didn’t just wake up one day and decide to abandon DEI out of principle. This was a calculated business decision, driven by the potential consequences of a Trump-led investigation into discriminatory corporate practices.
With the Justice Department’s Civil Rights Division on high alert, major corporations now face the threat of costly legal battles, hefty fines, and public scrutiny. Rather than risk a federal investigation that could expose problematic hiring and promotion practices, Target executives chose to cut their losses.
This marks a pivotal moment in the battle against corporate wokeness. Under Trump’s leadership, the message is clear: companies that continue to push radical DEI initiatives do so at their own peril.
As more corporations reassess their policies, Americans are seeing firsthand that the fight against woke ideology isn’t just about politics—it’s about reclaiming fairness, meritocracy, and accountability in the workplace.
