Target, a retailer with over 2,000 stores across the U.S., has faced backlash from customers after discontinuing its Racial Equity Action and Change (REACH) initiatives and removing its three-year DEI goals last year. This decision led to boycotts from frustrated shoppers and increased sales, threatening the retailer's declining sales. The company also exited the Human Rights Campaign survey, which evaluates LGBTQ+ corporate policies and practices, and removed its three year DEI targets. The retailer saw comparable sales decline 2.6% year over year in 2025. As it battles consumer demand, Target's new CEO, Michael Fiddelke, has vowed to make significant changes to restore its DEI commitments and invest in employees and communities. Despite these efforts, the Rev. Jamal Bryant, a pastor from Atlanta, who initiated the Target Fast boycott last year, has announced that the boycott has officially ended.