Target Strips Out Diversity Language Amid Consumer Boycott

Target retooled how it talks about diversity efforts in its annual report to investors on Wednesday, as it navigates anti-DEI litigation and Trump administration pressure as well as a consumer boycott fueled by pro-diversity voices.

The consumer goods giant said in its 10-K report last year that it was striving to foster “an engaged, diverse, inclusive, safe” culture, but this year the report replaced those terms with “highly engaged.” And the term “diverse” in a sentence about Target’s talent pipeline last year was replaced with the word “strong” this year. Target did not immediately respond to a request for comment.

Target is fighting lawsuits from Florida and others over 2023 LGBTQ+ Pride Month marketing that the challengers said cost investors billions of dollars. The retailer faced a conservative backlash over the campaign, which brought LGBTQ+-themed merchandise to store shelves. The litigation is pending in federal court in Florida.

Target has simultaneously been facing a consumer boycott over its unwinding of certain diversity, equity and inclusion (or DEI) policies, including goals for hiring minority employees.

“We are focused on making Target a destination for talent by creating a sense of belonging for our team members,” Target’s 10-K said this year. “We believe that this sense of belonging for all is an essential part of our team and culture, which helps fuel the growth of our business.”

Dozens of companies have changed how they talk about diversity in their annual reports this year, opting for terms like “inclusion” and “belonging” rather than diversity. The changes come amid President Donald Trump’s initiative to weed out what his administration calls “illegal” corporate diversity programs.

Target also referred in its annual report to “negative publicity” it received over its Pride Month products, as well as “adverse reactions from some of our shareholders, guests, team members, and others” after it backed away from some of its DEI commitments.