Targeted efforts to reaffirm support for Black entrepreneurs amid a DEI boycott

Target is once again highlighting its partnership with the Russell Innovation Center for Entrepreneurs (RICE), a move that comes as the retailer faces backlash for scaling back its diversity, equity and inclusion (DEI) efforts.

If reported Through THE FEELINGThe company’s renewed focus on its partnership with RICE – a program that provides Black small business owners with access to mentorship, education and growth opportunities – comes at a crucial time. Target’s Oct. 20 press release highlighted its continued commitment to the initiative, which began in 2020 and was extended through 2024.

The cornerstone of the program, the Retail Readiness Academy (RRA), offers a seven-month course designed to help entrepreneurs navigate the competitive retail industry. Participants gain business insights, strategies and connections that can drive their businesses forward. In the latest phase, Target has helped RICE expand its cohort size and deepen its engagement by offering mentorship and behind-the-scenes experiences in its stores.

Target also launched “HBCU, Always,” a documentary-style series honoring alumni of Black colleges and universities (HBCU) and promoting ongoing professional networking with the support of both RICE and Target.

However, the company’s renewed focus on its partnership has come with significant public criticism. Earlier this year, Target ended its three-year DEI plan, including the Racial Equity Action and Change (REACH) program, which aimed to increase representation and retail opportunities for Black- and minority-owned brands. The decision drew criticism from many consumers and community leaders for bowing to President Donald Trump’s federal push to phase out DEI initiatives.

In response, Pastor Jamal Bryant called for a 40-day boycott against Target starting March 4, following the announcement of the company’s DEI rollback. Visitor traffic declined for nine consecutive weeks during the boycott, reflecting a sharp decline in consumer engagement from Black shoppers.

The timing of Target’s effort to further its partnership with RICE suggests an effort to repair strained relations and reaffirm its commitment to economic empowerment within the Black community. With leadership changes following the departure of CEO Brian Cornell and declining sales, the company appears to be relying on its long-standing community partnerships to regain trust.

By highlighting programs that support Black entrepreneurs, Target is trying to demonstrate that its withdrawal from broad DEI goals does not mean a complete withdrawal from equity-driven initiatives – even as Target continues to face questions about the depth of its commitments.

RELATED CONTENT: Target CEO after 11 years away amid declining sales and DEI backlash