Critics are calling for shoppers to boycott Target over its DEI policy reversal – but black-owned brands are asking customers to keep shopping at Target stores.

Minneapolis’s Twin Cities Pride says it is “parting ways” with Target, one of its biggest sponsors, following the retailer’s announcement that it would roll back its diversity, equity, and inclusion (DEI) initiatives.

Even Target has turned on the Human Rights Campaign, withdrawing from the Corporate Equality Index after Trump's DEI orders.

Target has announced it is rolling back its diversity, equity and inclusion (DEI) policies, becoming the latest corporation to do so following President Trump’s election. In a memo sent to

Chief Community Impact and Equity Officer Kiera Fernandez cited “the importance of staying in step with the evolving external landscape.”

In response, Twin Cities Pride ended its relationship with the Minneapolis-based retailer, forgoing $50,000 in funding in the process.

Target's rollback on diversity, equity and inclusion initiatives is raising questions about the retail giant's philanthropic commitment to fighting racial disparities and promoting progressive values in liberal Minneapolis,

Target, after strengthening its diversity goals in the wake of George Floyd’s murder in 2020, became Friday the latest big company to retreat from its diversity goals amid pressure from conservative activists.

Discount store chain Target says it’s joining rival Walmart and a number of other prominent American brands in scaling back corporate diversity, equity and inclusion initiatives

MN state Sen. Scott Dibble said, "Target has made itself clear" in prioritizing "President Trump's politics of cruelty, fear, and resentment."

The move took place after President Donald Trump ordered federal agencies to investigate private sector entities for "illegal" DEI programs.

Target will not have a presence at Twin Cities Pride, festival organizers said on social media the same day the corporation announced plans to scale back diversity initiatives. For years, Target has been a visible supporter of the Minneapolis festival and other Pride events around the country.