Target, the NFL, and the New Landscape of DEI
The world of Diversity, Equity, and Inclusion (DEI) has undergone a remarkable transformation in recent years, with many companies pivoting their strategies in response to changing political, cultural, and corporate climates. One of the most striking examples of this change is Target, a company that, just a few years ago, stood as one of the most vocal proponents of DEI initiatives. In the wake of George Floyd's tragic murder in 2020, which occurred just ten minutes from Target's headquarters in Minneapolis, the company made powerful public commitments to racial equity and justice. CEO Brian Cornell openly expressed the personal impact of Floyd’s death, stating that "George Floyd could have been one of my Target team members." These sentiments were reflected in the company’s actions, including significant donations to racial justice causes and a pledge to increase its Black workforce by 20%.
Yet less than five years later, Target has dialed back its high-profile DEI program. The company recently announced it would end its commitment to increasing its Black workforce by 20% and disband its executive racial equity committee. Instead, the company introduced a new strategy called "Belonging at the Bullseye," which focuses on broader inclusivity, but without the specific racial equity targets that were previously central to its strategy.
Target’s redirection caused a significant stir. Given its vocal commitment to DEI in the aftermath of George Floyd’s murder, the company’s decision to step back from some of its diversity-related initiatives has alienated certain loyal customers and suppliers. While a Target spokesperson assured the public that the company remains on track to meet its prior workforce diversity goals, the language of these announcements is a stark contrast to the earlier, more direct pledges to advance equality for Black people. The company's focus now appears less on race-specific goals and more on general inclusivity, leading some to question whether this marks the beginning of a broader retreat from diversity efforts in corporate America.
Target is not alone in this shift, and it may have been directly compelled to take these steps by the political climate, especially with President Trump in office. Trump’s administration issued Executive Order (13950), which targeted DEI programs across federal agencies and contractors. The order mandated the termination of DEI-related initiatives, including those focused on "critical race theory" and "environmental justice," while also requiring federal agencies to review their diversity practices. The mandate had a chilling effect across the federal government, with employees uncertain about the future of their DEI-related roles and contracts. As Paolo Gaudiano, a DEI consultant, pointed out, many federal employees were "terrified" because of the unclear implications of the order. “It’s a mess, a complete mess,” Gaudiano said, encapsulating the confusion and fear that rippled through federal agencies and contractors alike.
Amid this backdrop, the NFL stands out as a notable counterpoint. In his State of the League address, NFL Commissioner Roger Goodell made it clear that the league would not "follow in the footsteps" of corporations retreating from DEI initiatives. The NFL’s stance is significant, given its prominent role in American culture and its historically strong commitment to diversity, including initiatives like the Rooney Rule, which mandates that teams interview minority candidates for head coaching and senior football operation positions.
While the NFL's diversity efforts have not been without criticism—especially regarding the effectiveness of the Rooney Rule—the league has positioned itself as a "forward-thinking operator" within corporate America. Goodell emphasized that the league's commitment to diversity has been driven by the belief that it "makes the NFL better," and he affirmed that the NFL would continue its diversity initiatives despite the broader trend of corporate retrenchment. The league’s commitment to diversity stands in stark contrast to the pullback seen at companies like Target, signaling a continued, though controversial, push toward inclusivity in the world of sports and business.
This moment in corporate history begs the question: Is DEI merely a trend, or does it represent a deeper shift in how organizations view race, equity, and social responsibility? While some companies are retracting their commitments to diversity in the wake of political pressure and shifting public opinion, others like the NFL are doubling down on their efforts, believing that diverse organizations are stronger, more innovative, and better equipped to navigate the future. The debate is far from settled, but one thing is clear: DEI remains a powerful and polarizing force in corporate America, and how companies respond to the evolving landscape will shape the future of both business and society.
Advocates of DEI recognize the challenges of implementation. Critics are right to demand clarity and rigor in how these initiatives are executed, particularly in fields where technical accuracy is paramount. But DEI is not an either-or proposition—it is an evolution of merit, not an abandonment of it. Efforts to widen the pool of talent, address systemic inequities, and foster inclusion do not dilute excellence—they strengthen it. Acknowledging implicit bias doesn’t take away from the importance of hard work, integrity, or qualifications—it actually works to ensure that those factors are the only things that are considered, by minimizing the impact of hidden prejudices. The hope is that, through DEI initiatives, everyone has the same opportunity to demonstrate those qualities and succeed, regardless of their background.
Diverse teams often lead to better innovation, problem-solving, and a more engaged workforce. Companies that prioritize diversity and inclusion are often seen as more attractive employers by a wide range of potential talent, particularly among younger generations who are increasingly looking for workplaces that reflect their values. Organizations prioritizing DEI consistently outperform their peers in profitability, employee engagement, and innovation. A 2022 MIT Sloan Management Review study found that toxic work environments—often characterized by a lack of DEI, disrespect, and unethical behavior—correlate strongly with high turnover and diminished productivity. In contrast, workplaces that embrace diverse perspectives experience greater collaboration, creativity, and problem-solving.
The challenge moving forward will be to see whether companies like Target and the NFL can balance the pressures of political polarization, consumer expectations, and their own moral commitments to inclusion. In a country where meritocracy often remains an illusion due to systemic inequality, DEI is not just a business strategy—it is a moral imperative to level the playing field for all, especially those who have been historically excluded from opportunities.
Ultimately, the DEI conversation is one of change and resilience. The battle to create fairer, more equitable environments for all will continue, but it will require organizations to remain committed and agile, adapting to the changing landscape while never losing sight of the foundational goals. As Shirley Chisholm wisely said, “You don’t make progress by standing on the sidelines, whimpering and complaining. You make progress by implementing ideas.” The work is not only necessary; it is essential, and the future of DEI in corporate America depends on the courage and innovation of organizations to keep pushing forward.
~ George Cassidy Payne is a writer, educator, counselor, and social justice advocate. Payne has worked in the non-profit sector for over 25 years. He has Liberal Arts degrees from St. John Fisher University, Colgate Rochester Crozer Divinity School, and Emory University. He lives and works in Rochester, NY.
References
Sandel, M. J. (2020). The Tyranny of Merit: What’s Become of the Common Good? Harvard University Press.
CNN Business (2024). Target Scales Back DEI Programs Amid Backlash.
The Washington Post (2024). Trump’s Order to Dismantle DEI in Federal Agencies Sparks Fear and Confusion.
ESPN (2024). NFL to Continue DEI Efforts Despite Political Pushback
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