Target DEI, WTF

The News is ablaze with yet another DEI rollback at a major US corporation.

Target, long a vocal and visible champion in the space, is now changing its strategy and support.

Now, the activist community is organizing Boycotts. Social Media is roasting them.   Minneapolis Pride rejected their $50K donation for this year’s festival. Even the Minneapolis City Council is suggesting that people “ Shop Small” and “Shop Local”

After celebrating the support and vision of Apple, Delta, and Costco recently, I am met with numerous stories of Target joining the cavalcade of companies retreating from their strategy and commitment to DEI, Belonging, and Inclusion.

I have been a loyal customer, partner, and supplier for Target for almost 30 years. In fact, at times I could have been labeled a “raving fan”. I met some of the best merchants and marketers in my career at Target. I always saw them as innovative, risk-taking, and community-oriented.   

I was so loyal that I even used my voice and platform in June 2023 to publicly and loudly defend them against members of my own community during the Pride merchandise and support backlash. 

I stood up and said:

Cut them some slack.

They have supported us for years.

One bad decision should not change the narrative on their support ( You can see my article below)

And I meant it.

Today, I have nothing to say except that I am completely disappointed, frustrated, and angered at the Leadership and Board of Directors and their decisions to backpedal on their DEI strategy and commitments.

To make it even worse, they have the gall to list the exact things they are not doing anymore and conveniently choose examples that directly impact the Black and LGBTQ+ communities.

The final indignity is that they have used their commitment as a defense for their weak business and traffic counts recently.   

As a former merchant, President, and CEO of a retailer, and as a SHOPPER, I can assure Target leadership that their business performance is not due to their DEI support. 

I would kindly suggest they consider:

• Their in-stock position and supply chain on key items and categories.  The stores I have been in recently have empty and messy shelves and fixtures.

• Investing in customer service employees and visual merchandising experts who used to set the standard for in-store execution and service.

• Find a few partners to do design collaborations with (like in the good old days)

• Raise their attention to detail on the product development and design of their private labels.

• Take some calculated risks on Movie and Event tie-ins, and not just feebly attempt to support the event with some cheap and poorly designed product inconsistently displayed in your stores

Sadly, I have to add Target, one of my favorite retailers, to my growing list of destinations to avoid. I wish they were the only corporation I was avoiding, but they join the likes of Walmart, Ford, Starbucks, Toyota, and Disney who are playing games with their support for Belonging and Inclusion.

I will closely monitor the situation and if I see any glimmers of hope or change in this space, I will gladly return and support. 

I know that Target has a very diverse Senior Executive representation and a very diverse workforce overall, so I am sure that one would find internal anxiety and strife in the stores and HG leadership ranks. 

For now, Target, just do better. PLEASE