'Tough few months' | Target CEO moves to reassure staff after DEI backlash

Target’s chief executive Brian Cornell, has attempted to ease internal uncertainty by reaffirming the company’s core values in an internal email, following months of silence during a period marked by political scrutiny, declining foot traffic and criticism over scaled-back diversity goals.

The message acknowledged that “a tough few months” of news headlines and social media speculation had left many employees feeling unsure about the company’s direction. “I recognize that silence from us has created uncertainty, so I want to be very clear: We are still the Target you know and believe in,” Cornell wrote.

His intervention comes after Target dialled back its diversity, equity and inclusion (DEI) efforts, prompting criticism from Black leaders and contributing to boycott calls. Cornell also held recent private meetings with both civil rights leaders and former President Donald Trump, although those engagements were not referenced in his note to employees.

Foot traffic falls and backlash grows

Cornell’s comments follow a sharp drop in store visits, with data from Placer.ai showing 11 consecutive weeks of declining foot traffic, including a 3.3% year-on-year drop in April. Modest improvements were recorded in the weeks of April 14 and 21, but analysts remain unconvinced by the retailer’s current messaging.

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Retail analyst Neil Saunders of GlobalData Retail said the need for a reassurance email itself reflects a disconnect between the company’s executive leadership and store teams. “This shouldn’t be something that requires a special communication,” Saunders noted, adding that claims around Target’s superior product and experience offering reflect “an element of denial.”

Criticism over comms strategy and leadership tone

The email reaffirmed Target’s commitment to “inclusivity, connection, and drive,” with Cornell stating that these values “are not up for debate.” He also promised more open communication with employees going forward.

External commentators believe, however, that the note did little to repair trust or address reputational damage. Retail consultant Carol Spieckerman suggested Cornell’s remarks highlighted the company’s “communication vacuum without explaining it,” and failed to show clear leadership. “It acknowledges concerns without taking responsibility,” she said.

Spieckerman and Saunders also questioned the strategic coherence of the message, describing it as muddled and overly processed by PR teams. Saunders added: “It’s a jumbled email... it still comes out as this big jumbled mess.”

With DEI policies under pressure and internal morale wavering, Cornell now faces mounting pressure from stakeholders to demonstrate a clearer, more accountable form of leadership and a clearer path forward.