Cottage Grove, Minn. — Target, the well-known Minneapolis retailer, is stepping back from its Diversity, Equity, and Inclusion (DEI) efforts. This decision coincides with recent federal changes that have affected similar programs across the country.
Sheletta Brundidge, a podcaster who focuses on issues affecting the black community, expressed her concerns. She highlighted the tough choices facing black business owners who might now reconsider partnerships with companies that are cutting DEI initiatives. Brundidge credited Target’s DEI support as crucial to her business’s growth but announced she would no longer back the company following their recent decision.
Reflecting on the struggles of the past, she stated, “It is inconvenient… but so was the Montgomery Bus Boycott.” Target’s “Belonging to the Bullseye” program aimed to empower black entrepreneurs by helping them develop and test products within the company. This program emerged after the tragic death of George Floyd and was meant to foster support for black-owned businesses.
Brundidge shared how the program had a positive impact on her operations, allowing her to hire employees and upgrade equipment. However, she questioned the company’s commitment to the cause: “Did they ever really care about us?”
In a public statement, Target indicated that the decision to end the initiative was already planned and emphasized its existing commitments to the community. Major corporations like Walmart, Amazon, McDonald’s, and Meta are also moving away from DEI-focused programs, which raises concerns for many.
As Brundidge pointed out, this shift complicates efforts toward equality and justice, making her remark, “We should be further along… They’re not just rolling back DEI but they’re rolling back progress.” It’s a sentiment many share as they navigate the implications of these changes.
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DEI, Trump Administration, Target
