That led a group led by Black women leaders in the Twin Cities and others to start boycotting Target. The organizers of Twin Cities Pride rejected the company’s sponsorship. Later, it was revealed the company donated $1 million to Trump’s inauguration. Executives acknowledged the company’s latest quarterly sales were hurt by the boycott.
“We certainly didn’t expect that kind of reaction,” Cornell said.
Nekima Valdez Levy Armstrong called for a boycott of Target in a rally outside the company's headquarters on Jan. 30, 2025. (Elizabeth Flores/The Minnesota Star Tribune)
Target met all the five-year goals established after the murder of George Floyd that were to assist Black entrepreneurs and suppliers.
“By trying to please everyone, [Target] ended up alienating a lot of people,” said Joe Feldman, an analyst for Telsey Advisory Group. “Rather than quietly adjusting things, they made announcements. That’s not the same as abandoning DEI completely, but the public perception can be damaging.”
Cornell said in a follow-up email that he felt some critics misrepresented the changes.
“While it can be disappointing when our actions and values are misrepresented, we’re focused on what matters most, creating an experience that’s inclusive for all,” Cornell said.