Target’s new CEO wants to regain customer trust.

As AFROTECH™ previously reported, the retailer dismantled its diversity, equity, and inclusion (DEI) commitments in January 2025, including a program that helped Black-owned businesses get shelved in its stores.

CNN reports that Target also removed its hiring goals for minority employees and put an end to an executive committee that prioritized racial justice. In place of DEI, the company adopted a strategy centered on “creating a sense of belonging for our team, guests, and communities,” called “Belonging at the Bullseye,” notes the outlet.

Backlash Following Dismantled DEI Efforts

Since changing its DEI positioning, Target has experienced a handful of challenges.

A consumer boycott led to a decline in foot traffic for at least eight consecutive weeks, as AFROTECH™ previously reported. Additionally, first-quarter sales declined to $23.8 billion, down from $24.5 billion a year earlier, Forbes reported. A separate Forbes report notes that investors lost $12 billion after Target scaled back its DEI efforts.

In addition to financial repercussions, Target saw legal pushback. In February 2025, Florida’s Attorney General filed a lawsuit, claiming that shareholders were not warned of the risks of the retailer retracting on DEI initiatives, according to CBS.

Brian Cornell, who was Target’s CEO at the time, announced he was stepping down in August 2025 after an 11-year tenure, reports Forbes. He is succeeded by Michael Fiddelke, who started in the role on Feb. 1, 2026. 

Target Seeks Renewed Customer Trust

At Fiddelke’s first town hall meeting on Feb. 4, 2026, he acknowledged that customer and employee trust was lost but vowed to regain it, Bloomberg News reported.

“We weren’t clear enough about who we are as a company,” Fiddelke told staff on Wednesday, according to Bloomberg News. “When we aren’t clear enough, that confuses people. We didn’t do enough to correct that confusion in the moment.”

In a company article, Fiddelke shared that he intends to be attentive, move with clarity and urgency, and lead with purpose. He states that, collectively, the retailer will make clear choices and will “invest where it matters most and bring this strategy to life through our stores, our digital experiences, and — most importantly — our people.”

Fiddelke also wrote that the company will focus on the following moving forward: leading with merchandising authority, elevating the guest experience, accelerating technology, and strengthening Target’s team and communities.

Per the article, he looks to continue building the organization alongside the support of guests, team members, and partners, and remains hopeful for the future.