Civil rights activists have gathered outside Target's Minneapolis headquarters to call for a boycott of the retailing giant over its decision to phase out its diversity, equity and inclusion initiatives.

A trio of Minnesotans who previously led reform efforts in the Twin Cities after George Floyd’s murder rallied more than 70 people outside Target’s corporate headquarters, calling for a boycott of the retailer over changes in the company’s diversity efforts.

The retailer joins a growing group of companies dropping commitments and policies on diversity and equity as President Trump fights the programs.

Target’s announcement last week that the company would be ending its diversity initiatives caused a mixed response across social media.

The Minneapolis-based retailer said diversity will remain part of its business goals despite scaling back initiatives started in the wake of George Floyd’s murder.

Target is the latest of many big companies to roll back on DEI initiatives, following Donald Trump's inauguration into office.

In a memo sent to its employees, Target it will end its three-year DEI goals, stop reports to external groups like the Human Rights Campaign's Corporate Equality Index and end a program focused on carrying more products from Black- or minority-owned businesses.

Target announced last week that it would end its diversity, equity and inclusion initiatives and investments. Protesters called for a national boycott of Target during a rally Thursday in front of the offices of the Minneapolis-based retailer.

The move took place after President Donald Trump ordered federal agencies to investigate private sector entities for "illegal" DEI programs.

Discount store chain Target says it’s joining rival Walmart and a number of other prominent American brands in scaling back corporate diversity, equity and inclusion initiatives.

While 2020 saw DEI initiatives gather steam in the corporate sector, 2025 looks at a challenging year for such programmes in the US and around the world

Target's rollback on diversity, equity and inclusion initiatives is raising questions about the retail giant's philanthropic commitment to fighting racial disparities and promoting progressive values in liberal Minneapolis,