Target Hit with Class Action Lawsuit Over DEI Policies and Stock Decline

By Stacy M. Brown
NNPA Reprinted
https://nnpa.org/

Target Corporation, along with CEO Brian Cornell and its current and former board members, is facing a class action lawsuit alleging that the company misled investors about the financial risks associated with its diversity, equity, and inclusion (DEI) initiatives. The lawsuit, filed by the City of Riviera Beach Police Pension Fund in Florida, claims that Target issued “false and misleading” statements regarding its DEI, environmental, and social policies.

According to Reuters, shareholders argue that the company defrauded them into paying inflated stock prices while leadership allegedly “misused investor funds to serve political and social goals.” The lawsuit also references Target’s controversial 2023 LGBT Pride campaign, which ignited backlash when the retailer introduced Pride-themed merchandise, only to later pull select items after in-store confrontations raised safety concerns. The move drew criticism from both opponents of the campaign and LGBTQ+ advocates, who viewed the reversal as a betrayal.

Despite the controversy, Target defended its DEI commitments. “We remain focused on driving our business by creating a sense of belonging for our team, guests, and communities through a commitment to inclusion,” the company said in a statement, according to CNN. “Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results.”

Shareholders argue that Target was not forthcoming about the scrutiny it faced over its Pride Month campaign in May 2023, which ultimately led to the removal of merchandise tied to the initiative. By November 2024, Target’s shares had plummeted by 22%, resulting in a staggering $15.7 billion loss in market value. Investors assert that the retailer’s financial downturn stood “in stark contrast” to its competitors and was exacerbated by its DEI-related policies.

Shareholders are seeking damages covering the period from August 26, 2022, to November 19, 2024, as Target navigates declining customer traffic and stock performance. The lawsuit comes as major corporations, including Walmart, Ford Motor Corp., and Meta, have rolled back DEI initiatives following Donald Trump’s directive to eliminate such programs.