By continuing to use our site, you agree to our Privacy Policy and Terms of Use.
Target store, Minneapolis, Minnesota
Opinion: Gone, and perhaps irretrievably so, are the days when Target was at the forefront of corporate inclusivity, writes John Casey.
When will people and businesses learn that any time, and I mean any time, you follow Donald Trump on anything, you always, always lose in the end? And when it comes to his hissy fit about demolishing diversity, equity, and inclusion programs, only those companies with foresight, clarity, and a keen understanding that he’s always wrong are proving to be winners by sticking to their guns..
Keep up with the latest in LGBTQ+ news and politics. Sign up for The Advocate's email newsletter.
Regrettably, Target took a shot at dismantling its DEI efforts, a move that woefully missed the mark.
Target’s rash decision to be in sync with the out-of-sync Trump,and trash its DEI initiatives not only sparked widespread criticism but now serves as a stark warning to other corporations. The company was once lauded for its inclusive initiatives, but Target's abrupt policy reversal has alienated key demographics of its customer base and raised questions about the long-term viability of forsaking DEI commitments. And the long-term viability of Target itself.
Gone, and perhaps irretrievably so, are the days when Target was at the forefront of corporate inclusivity. The company actively supported LGBTQ+ communities, famously featured a same-sex couple in a national advertising campaign, and partnered with organizations like GLSEN and GLAAD.
These efforts earned Target a perfect score on the Human Rights Campaign's Corporate Equality Index and solidified its reputation among diverse consumer groups. Additionally, Target's initiatives to promote Black-owned businesses and support Black employees contributed to its strong standing in minority communities.
But those days are of a bygone era for Target, underscored by alarming new numbers from its first quarter of 2025 earnings report, The company reported a 3.8 percent decline in comparable sales and lowered its full-year outlook, attributing the slump to reduced consumer confidence and the fallout from DEI-related boycotts .
The bad numbers just get worse. The company's stock has dropped over 30 percent year-to-date, and it has faced shareholder lawsuits alleging it misled investors about the risks associated with its DEI strategies, The company continues to struggle with declining foot traffic and market share losses to competitors like Walmart, highlighting the challenges of navigating corporate responsibility in a polarized environment.
And attention, Walmart shoppers! A week-long boycott of Walmart, Target, and McDonald's is under way and runs through the Memorial Day weekend. It’s organized by the People's Union USA, protesting rising prices and the rollback of DEI initiatives by these corporations. Walmart and McDonald's are in sorry company.
That’s because now we have solid proof that the call to roll back DEI programs has immediate and tangible consequences beyond the bottom line. Target’s move sparked nationwide boycotts and public condemnation from civil rights leaders and even members of Target's founding family.
The backlash underscores the risks companies face when they abandon inclusive practices that resonate with their customer base. It also just goes to show, when you get too close to the raging fire that is Donald Trump, you get burned. Always and every time.
Just ask the degraded Elon Musk, who pitifully and glumly said this week that he’s basically not going all in on political spending anymore. Just like Target's, Musk’s overt support for Trump has backfired. Musk probably thought he was immune and fire-retardant from the burning embers of Trump, but no one has ever emerged unscathed.
Tesla, once a darling of progressive consumers, saw its profits plummet by 71 percent amid boycotts and a tarnished brand image. Teslas aren’t being bought, and if they aren’t be returned, then they’re being keyed, and of course they’re being boycotted, and it’s working.
Similarly and famously, Mike Lindell's MyPillow offers another cautionary tale. His unwavering support for Trump and involvement in efforts to overturn the 2020 election led to widespread boycotts and a significant loss of retail partnerships. Major retailers distanced themselves from the brand, leading to a sharp decline in sales and a tarnished reputation.
Even when Trump gets too close to Trump, his own business ventures burn down. Trump Vodka, launched with grand ambitions, was discontinued in the U.S. due to poor sales. The Trump Shuttle airline, despite heavy investment, was eventually sold off after financial struggles. The Trump Ocean Resort Baja Mexico project ended in lawsuits and investor losses. So much more but not enough space to elaborate.
In contrast to Target's approach, several companies are recognizing the value of DEI and are recommitting to inclusive practices. Apple, for instance, has reaffirmed its stance on inclusion initiatives, with shareholders rejecting proposals to eliminate DEI training. Costco and Cisco have also defended their DEI policies, emphasizing the business value of a diverse workforce.
These companies understand that inclusivity is not just a moral imperative but a business one. You can ask anyone. I did when I talked to an expert. Diverse perspectives drive innovation, employee satisfaction, and customer loyalty. Abandoning DEI initiatives risks alienating key demographics and undermining a company's reputation.
Target's experience is the first warning shot that corporations considering the abandonment of DEI programs to placate the autocratic Trump are playing with his fire. The immediate financial and reputational repercussions highlight the risks of these rash and inconsiderate decisions.
Companies must recognize that inclusivity is integral to their success and that aligning with divisive political agendas and namely Donald J. Trump can and will have detrimental consequences.
In an increasingly diverse and socially conscious marketplace, the commitment to DEI is not just the right thing to do, it is essential not just for sustainable business growth, but for the interest of all those who are not white, straight, religious, and conservative. Target's misstep underscores the importance of staying true to inclusive values and the potential costs of turning away from them by siding fatally with Donald Trump.
Voices is dedicated to featuring a wide range of inspiring personal stories and impactful opinions from the LGBTQ+ community and its allies. Visit Advocate.com/submit to learn more about submission guidelines. Views expressed in Voices stories are those of the guest writers, columnists, and editors, and do not directly represent the views of The Advocate or our parent company, equalpride.
