Twin Cities Pride, the non-profit organization responsible for the annual Pride festival in Minneapolis, Minnesota, announced a significant fundraising achievement of over $50,000 after they made the decision to discontinue Target as a corporate sponsor. This decision came after Target, a major retailer based in Minneapolis, altered some of its diversity, equity, and inclusion (DEI) policies on January 24th.

The group stated that they removed Target from their list of sponsors because the company decided to halt its anti-discrimination efforts, including its participation in external surveys like those conducted by the Human Rights Campaign, which tracks LGBTQ+ inclusive corporate policies such as spousal and domestic partner benefits and community outreach. Additionally, Target announced the cessation of a program designed to increase the availability of products from Black- and minority-owned businesses, among other policy changes.

Expressing gratitude towards supporters, Twin Cities Pride shared on Instagram that the donations would fund initiatives like the Rainbow Wardrobe, which provides a space for individuals to try on clothing that aligns with their gender identity, and its artist-in-residence program. The organization emphasized that "every dollar donated goes directly back into helping us create inclusive spaces, support local artists, and provide resources that make a difference year-round," while thanking those who stood by them.

Just days before the announcement of their fundraising success, Twin Cities Pride expressed their "deep disappointment" with Target’s announcement, declaring that the company would not be participating in this year's festival or parade. Target had been a sponsor of the Pride parade for 18 years, but the organization felt it was crucial to send a message that companies must "do the right thing," as stated by Andi Otto, executive director of Twin Cities Pride.

In a memo addressed to employees, Target mentioned its transition into the "next chapter of our strategy," acknowledging the importance of aligning with the evolving external landscape. Despite numerous large companies such as Meta, Walmart, Amazon, and McDonald's also rolling back DEI policies, Target's announcement faced significant online backlash that other companies did not encounter. However, companies like Costco and Apple have chosen to maintain their DEI commitments.

The shift away from DEI initiatives by companies comes at a time when the White House is aggressively targeting what it perceives as "reverse racism." Donald Trump signed executive orders ending DEI efforts within the federal government, and legal experts speculate potential implications for the private sector. Additionally, Trump has faced criticism for implementing a policy banning transgender individuals from military service.

This is not the first instance of Target facing online backlash. Previously, the company experienced a temporary decline in sales when conservatives boycotted Target over its Pride merchandise in 2023, leading to a reduction in their Pride collection the following year.