Daughters of Target cofounder criticize company's rollback on diversity programs

In February 2025, the daughters of Bruce Dayton, a cofounder of Target, publicly criticized the company's recent decision to reduce its diversity, equity, and inclusion (DEI) initiatives. Anne and Lucy Dayton conveyed their dismay in letters published in major newspapers, highlighting their concerns over Target's compliance with what they perceive as retaliatory pressures from the current administration and conservative activists. Their father, Bruce Dayton, had long championed a business model focused on community well-being, which they believe is being jeopardized by the recent changes. Target announced that it would wind down significant elements of its DEI programs, notably a program aimed at assisting Black employees and promoting Black-owned enterprises, soon after the tragic death of George Floyd in 2020. This move following intense political pushback has amplified calls for a boycott from various civil rights activists who see it as a betrayal of the company's historically inclusive principles and practices. The decision occurs just before Black History Month, further escalating scrutiny among those who have supported the retailer's commitment to diversity. Activists have organized rallies, asserting that abandoning these diversity initiatives unforgivably undermines both the local community's support as well as the moral integrity of the corporation. Notably, groups such as Twin Cities Pride have taken action by publicly removing support for Target, which signifies a breakdown of once solid partnerships in the community. Despite Target's significant presence in the retail sector, there is a growing sentiment that the company has strayed from the ideals that initially garnered broad public support. The backlash extends beyond social activism, as Target's decisions are also reflected in a broader trend among well-known brands reassessing their commitments to DEI principles under pressure from various political and economic factors. Some of these corporations, such as Walmart and McDonald's, have similarly scaled back their diversity commitments recently. The sisters' heartfelt declarations illustrate both a personal bond to the brand and a larger critique of a transformation perceived as a retreat from social responsibility.