Retail Giant Reacts: Target CEO Seeks to Reframe Narrative Amid Ongoing Criticism

Target CEO Brian Cornell has finally addressed months of growing criticism, acknowledging in an internal email that the company’s prolonged silence has fueled uncertainty among employees. As reported by the Minneapolis Star Tribune, Cornell admitted it’s been “a tough few months” for the retailer, citing negative media attention, social media backlash, and internal confusion. Despite speculation, he assured staff that Target’s core values remain unchanged: “We are still the Target you know and believe in.”The retail giant has recently seen declining foot traffic, nationwide boycotts, and a wave of criticism after scaling back its diversity, equity, and inclusion (DEI) efforts. The backlash, particularly from Black leaders and advocacy groups, has put additional pressure on the brand. Compounding the challenges are economic strains, including tariff impacts from Trump-era trade policies. Cornell’s message signals a late but needed step toward damage control as Target works to regain public trust.