Target’s DEI Rollback Sparks Concern Among Founder's Daughters

Target faces backlash from the family of cofounder Bruce Dayton over its diversity policy changes

The daughters of Target’s late cofounder, Bruce Dayton, have expressed their deep concern over the company’s recent decision to reduce its diversity, equity, and inclusion (DEI) initiatives. These programs, which have faced increasing criticism from conservative groups and even political figures, are a significant part of Target's corporate identity. Anne and Lucy Dayton, Bruce Dayton’s daughters, voiced their shock at the company’s pivot, which they see as a betrayal of their father’s founding principles.

In letters published in The Financial Times and Los Angeles Times, Anne and Lucy Dayton argued that their father and his brothers built the Minneapolis-based retailer on two core principles: prioritizing customer satisfaction and fostering a community-oriented business model. They expressed their dismay over the business world’s apparent surrender to political pressures, criticizing what they see as an abandonment of ethical standards that helped Target become a prominent brand. They noted, “It is not ‘illegal’ for a company to create a business model based on what it believes to be important ethical and business standards,” adding that by “cowering” to external pressures, Target is undermining the very values that made the company successful.

Target’s decision, announced in January 2025, includes the ending of several DEI-focused programs that were established following the killing of George Floyd in 2020. These initiatives included efforts to support Black employees, promote Black-owned businesses, and enhance the experience of Black shoppers at Target stores. The company’s decision to end its “Belonging at the Bullseye” strategy also marks a shift away from the DEI goals that the retailer had committed to completing in three-year cycles.

This move is part of a larger trend among prominent corporations reevaluating their DEI commitments. Companies such as Walmart, McDonald's, Ford, and John Deere have all scaled back or eliminated their DEI-related programs in response to political pressures and shifting public opinions. In Target’s case, the company stated that it had already planned to phase out the racial program in 2025, reflecting broader industry trends.

The Dayton family’s concern underscores the tension between corporate responsibility, public relations, and political influence. As one of the largest retail chains in the United States, Target’s shift in policy has raised questions about the future of DEI initiatives in corporate America and how businesses will navigate competing interests, including customer satisfaction, employee engagement, and political pressures.

The Dayton family’s public statements highlight the broader debate over the role of businesses in advocating for social justice and equity. As companies like Target make these policy shifts, it will be critical to see how such changes affect their relationships with customers, employees, and communities that have come to rely on their commitment to diversity and inclusion.