Target, once a champion of diversity and inclusion, is stepping back from its high-profile DEI (diversity, equity, and inclusion) commitments. This move has left many fans of the retail giant scratching their heads and questioning its values.

Back in 2020, following the murder of George Floyd in Minneapolis—just minutes from Target’s headquarters—the company made bold promises to support Black Americans. CEO Brian Cornell even reopened a store damaged during protests, vowing to create lasting change. Target pledged to boost its Black workforce by 20%, invest billions in Black-owned businesses, and launch initiatives to promote racial equity.

Fast forward to today, and Target has quietly ended its workforce diversity goals and disbanded its racial equity committee. Instead of focusing on specific diversity targets, the company is now pushing a broader strategy called “Belonging at the Bullseye.” While Target claims it’s still committed to inclusion, critics argue the shift feels like backtracking.

This isn’t just about Target’s internal policies. The company has also faced backlash over its stance on LGBTQ+ issues. Last year, Target removed some Pride Month merchandise after conservative critics targeted the retailer. This decision alienated many LGBTQ+ advocates, who felt the company caved to pressure.

The changes come amid a broader corporate trend of dialing back DEI programs. Companies like Amazon, Meta, and Walmart have also scaled back their diversity efforts, often citing political and legal challenges.

For Target, the stakes are high. Some Black-owned businesses, like Melissa Butler’s Lip Bar, worry that a boycott could hurt their bottom line. Meanwhile, groups like Twin Cities Pride have cut ties with Target, calling its shift a betrayal of its values.

Whether Target can regain the trust of its diverse customer base remains to be seen. For now, the retailer’s message seems clear: inclusion is important, but not at the cost of controversy.