Target Untargeting: Consumer Diversity and the Reversal of DEI
This critical incident (CI) describes the fallout from Target’s decision to roll back its diversity, equity, and inclusion (DEI) initiatives following the 2025 inauguration of President Trump, a vocal critique of DEI. As a company which openly supported minority communities and consumers, this about face was seen as a betrayal to the minority communities that supported Target. The response was swift, with an immediate call for boycotts which resulted in a noticeable decline in foot traffic and stock value. Target had miscalculated the impact of DEI, and now Brian Cornell, Target’s CEO, was looking to do some damage control.
In completing this assignment, students should be able to:
1. Use the PESTLE analysis to identify the external factors that impact a company’s activities.
2. Identify the segmentation bases used in a segmentation strategy and assess the impact of a segment’s characteristics on their decision making.
3. Assess how brands are impacted by social and cultural factors.
4. Create a plan to navigate a public relations crisis and avoid such cultural missteps in the future.