Target, once one of the loudest voices in corporate America supporting diversity and inclusion, is stepping back from its high-profile DEI initiatives. The company made bold promises after George Floyd’s murder in 2020, pledging to boost its Black workforce and invest billions in Black-owned businesses. But now, less than five years later, those commitments are being dialed down.

Back in 2020, Target’s CEO Brian Cornell called Floyd’s death, which happened just minutes from the company’s Minneapolis headquarters, a deeply personal moment. He vowed to reopen a store damaged in protests and promised to increase Black representation within the company by 20% over three years. Target also committed to spending $2 billion with Black-owned businesses by 2025 and donated $100 million to Black-led nonprofits and HBCU scholarships. The company was even honored for its DEI efforts in 2022.

Fast forward to today, and Target’s tone has shifted. The retailer has quietly ended its 20% workforce goal and disbanded its executive Racial Equity Action and Change committee. Its “supplier diversity” team, which focused on Black-owned businesses, has been renamed “supplier engagement” and now works more broadly with small businesses, regardless of race. Target is also stepping back from external diversity surveys.

Instead, the company is focusing on a new strategy called “Belonging at the Bullseye,” emphasizing inclusion without specific racial or financial targets. While Target insists it’s still committed to diversity, critics say the changes feel like a step back.

This shift isn’t happening in a vacuum. Corporate America is facing increasing pressure from conservative groups and legal challenges. For Target, the backlash hit hard last year during Pride Month, when the company faced threats and backlash over its LGBTQ+ merchandise. This controversy led to a dip in sales and forced Target to pull some items from stores.

The move has left many longtime supporters frustrated. Some, like progressive leader Nina Turner, are calling for a boycott, arguing that Target is abandoning its values. Others, like Melissa Butler of Black-owned beauty brand Lip Bar, worry about the impact on minority businesses that rely on Target’s support.

Meanwhile, LGBTQ+ groups like Twin Cities Pride have cut ties with Target after 18 years of sponsorship, calling the decision a stand for inclusion. Target’s changes are symbolic of a broader trend across corporate America, as companies rethink their DEI strategies in response to shifting political and social landscapes.

What’s clear is that Target’s once-strong stance on diversity and inclusion has evolved—and not everyone is happy about it.