Target CEO Brian Cornell is stepping down after 11 years amid declining sales and a customer boycott triggered by the company’s scaling back of diversity, equity, and inclusion (DEI) initiatives. Pastor Jamal Bryant, who led the boycott, has reacted to the leadership change, highlighting the impact of consumer activism on corporate decisions.
Who: The key figures involved include Brian Cornell, the outgoing CEO of Target, who has been with the company since 2014; Michael Fiddelke, Target’s chief operating officer, who will replace Cornell in February 2026; and Pastor Jamal Bryant of New Birth Baptist Church in Georgia, who initiated and led a widespread boycott against Target over its DEI policies. Target is a major US retailer with nearly 2,000 stores, and the boycott involved over 250,000 signatories pledging to avoid the stores.
What: The central event is the announcement of Brian Cornell’s departure as CEO, which comes as Target faces significant financial challenges, including weak sales and a customer boycott. The boycott was organized in response to Target’s decision in January 2025 to scale back its DEI programs, which angered many customers and advocacy groups. Pastor Bryant’s reaction to this news is part of the ongoing discourse, with media outlets like CNN featuring his comments on the leadership change.
When: The CEO stepping down was announced on Wednesday, August 20, 2025, as confirmed by Target’s statement. The boycott began earlier in the year, with Pastor Bryant calling for a 40-day ‘Target Fast’ starting at the beginning of the Lenten season, and news of his reaction emerged concurrently with the announcement on August 20-21, 2025.
Where: This event is centered in the United States, where Target operates its retail chain. The boycott and its effects are primarily felt across Target’s US stores, but the news has garnered international attention due to Target’s prominence and the broader implications for corporate social responsibility.
Why: The boycott and subsequent sales decline were driven by Target’s retreat from DEI initiatives, which was influenced by pressure from conservative activists and the Trump administration. This move was seen as a betrayal by many customers, particularly those from marginalized communities, leading to a backlash. Economic factors, such as tariffs and consumer spending cuts, also contributed to the sales slump, but the boycott played a significant role in amplifying these challenges.
How: The boycott was organized through online campaigns and pledges, with Pastor Bryant using his platform to mobilize supporters. Target’s scaling back of DEI programs included reducing LGBTQ+ themed merchandise and other initiatives, which sparked criticism and led to a measurable drop in foot traffic and sales. The company acknowledged the boycott’s impact in its earnings reports, with a 21% drop in net income and declining comparable sales in recent quarters.
Impact: The immediate impact includes a 21% decrease in net income for Target in the second quarter of 2025, with sales down slightly and comparable sales declining by 1.9%. The boycott has not only hurt financial performance but also damaged Target’s reputation as a progressive retailer, leading to shifts in consumer behavior and potential long-term brand erosion. The leadership change is a direct response to these pressures, aiming to stabilize the company.
What’s next: Brian Cornell will remain until February 2026, when Michael Fiddelke takes over as CEO. Target faces the challenge of rebuilding customer trust and addressing the underlying issues that led to the boycott, potentially by revisiting its DEI policies or implementing new strategies to engage diverse communities. The company must also navigate a competitive retail landscape and economic uncertainties, with the new leadership tasked with turning around sales and restoring investor confidence.
Source: https://www.theguardian.com/business/2025/aug/20/target-ceo-steps-down