'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.