Target Emphasizes Commitment to Black Entrepreneurs Amid Challenges

Target has recently reaffirmed its partnership with a dedicated initiative for Black founders, a move that comes on the heels of a tumultuous period characterized by backlash, boycotts, and significant leadership shifts.

This renewed focus on supporting Black-owned businesses could indicate a strategic pivot for the retailer, aimed at rebuilding connections with communities that have historically been integral to its brand identity.

Highlighting Partnerships

In a statement released on October 20, Target emphasized its collaboration with the Russell Innovation Center for Entrepreneurs (RICE), which is committed to empowering Black entrepreneurs through education, mentorship, and retail opportunities. Through RICE’s Retail Readiness Academy, Target has invested in programs designed to equip aspiring business owners with the skills necessary for retail success and scaling their ventures. Additionally, the company has extended its support to historically Black colleges and universities (HBCUs) through its “HBCU, Always” initiative, which aims to connect graduates with Target’s network of mentors.

The timing of this announcement is particularly noteworthy, as highlighted by journalist Habiba Katsha in her blog for People of Color in Tech. It follows the resignation of CEO Brian Cornell, who stepped down amid declining sales and diminished customer foot traffic. Cornell was at the helm during Target's post-2020 expansion of its diversity, equity, and inclusion (DEI) initiatives, including a significant $2 billion investment known as the Racial Equity Action and Change (REACH) initiative. However, in January 2025, the company unexpectedly decided to roll back several of its DEI objectives, citing a need for a “realignment” of its strategy and a renewed focus on “business neutrality.”

The Aftermath of DEI Adjustments

The reduction of DEI initiatives at Target triggered widespread outrage. As reported by Fortune in early 2025, civil rights advocates mobilized a nationwide boycott in response to the company's decision to retract its DEI framework, which had received praise in the aftermath of George Floyd’s tragic death.

This boycott coincided with Black History Month, amplifying the controversy and resulting in a significant drop in store traffic. Black entrepreneurs whose products were available in Target stores expressed concerns that the boycott could inadvertently affect their sales negatively, prompting activists to encourage consumers to directly support these brands online instead.

As a result of these developments, Target experienced a downturn in sales during 2025, with its stock plummeting 61% from its peak in 2021. The retailer also announced its first major layoffs in a decade, planning to eliminate 1,800 corporate positions. While consumer boycotts have undoubtedly played a part, company leaders have also pointed to increased competition from giants like Amazon and Walmart as contributing factors to this decline.

Corporate Pressures

Target’s retreat from its DEI commitments reflects a broader trend within corporate America. Fortune has documented the escalating pressure on companies to either downsize or discreetly rebrand their DEI initiatives amid shifting public sentiment and economic challenges.

As the landscape evolves, it will be crucial for Target and other corporations to navigate these challenges thoughtfully, ensuring they maintain meaningful support for marginalized communities while addressing economic realities. The future of these partnerships may very well depend on the company’s ability to balance these competing demands.