Target, once heralded as a corporate leader in diversity and inclusion, is now under fire for what some are calling the costliest culture war retreat in corporate America this decade. And the numbers don’t lie: CEO Brian Cornell’s compensation package dropped a staggering 87%, from a pandemic-era peak of $77.5 million in 2020 to just $9.9 million in 2024.
Let’s not act brand new. This didn’t happen in a vacuum. The steep decline in Cornell’s pay comes after a year of backtracking on key Diversity, Equity, and Inclusion (DEI) initiatives, which triggered boycotts, lawsuits, and growing discontent among Black consumers and LGBTQ+ communities—two demographics that once stood firmly behind the red bullseye.
The DEI Pullback That Sparked the Fire
In mid-2023, Target made headlines for scaling back its once-robust DEI programming, citing public pressure and conservative backlash over its Pride Month displays and Black-owned product features. While other retailers doubled down, Target took the road of appeasement—pulling merchandise, removing displays, and quietly phasing out support for many minority-focused initiatives.
According to The Washington Post, the rollback drew the ire of Pastor Jamal Bryant, who organized a national 40-day economic fast and boycott of the company. His demand? That Target reinstate its DEI programs and apologize to marginalized communities.
Shareholders Clap Back Too
But it wasn’t just activists making noise. In February 2025, Target shareholders filed a class-action lawsuit, accusing the company of misleading investors about the financial risks tied to cutting DEI programs. The suit alleges that the decision materially harmed the company’s public image—and its bottom line.
Meanwhile, stock prices have fallen more than 12% since the rollback began.
According to filings reviewed by the Star Tribune, the plunge in CEO pay is partly due to reduced stock performance bonuses—proving the market is watching, and it doesn’t like what it sees.
The Cultural Cost of Corporate Retreat
Let’s be real: Target’s decline isn’t just a business story. It’s a cultural one. For years, the company prided itself on serving as a progressive alternative to more conservative retailers like Walmart. Target gave shelf space to Black creators, queer designers, and women-owned brands long before it was trendy.
So when that support disappeared, so did the loyalty.
Communities of color, who’ve long powered Target’s brand with their dollars and influence, have taken their business—and their voices—elsewhere. TikTok, Threads, and YouTube are flooded with creators dragging the brand, exposing the hypocrisy, and lifting up alternatives.
🏁 What Now?
Brian Cornell still remains CEO, but the writing may be on the wall. His shrinking pay package is just one symptom of a company in retreat—caught between political appeasement and the price of betraying the very people who once helped build its empire.
For Black consumers and creators, the message is clear: we can no longer afford to be loyal to companies that aren’t loyal to us.
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