Target CEO Brian Cornell acknowledged in an email to employees this week that a months-long lapse in communication has created uncertainty. The retailer is grappling with falling foot traffic, public boycotts, and criticism over its retreat from diversity goals.
According to the Minneapolis Star Tribune, Cornell’s message to staff admitted it has been “a tough few months.” He noted that media coverage, social media chatter, and internal conversations “may have left you wondering.” Still, he insisted Target’s values remain unchanged. “I recognize that silence from us has created uncertainty, so I want to be very clear: We are still the Target you know and believe in,” Cornell wrote.
Since the start of the year, the retail giant has faced significant challenges. President Donald Trump’s tariffs on global imports have squeezed margins. At the same time, Target’s decision to scale back its diversity, equity, and inclusion (DEI) initiatives has prompted backlash from Black leaders and organizations.
“Black consumers helped build Target into a retail giant, and now they are making their voices heard,” said Dr. Benjamin F. Chavis Jr., president and CEO of the National Newspaper Publishers Association (NNPA), a trade association representing the 198-year-old Black Press of America. Earlier this year, the NNPA began a public education and selective buying campaign in response to Target’s DEI rollback. “If corporations believe they can roll back diversity commitments without consequence, they are mistaken,” Chavis said.
In a statement to Black Press USA, a Target spokesperson said, “Target’s team members are the foundation of our success—they support our guests, strengthen the 2,000 communities we serve, and impact millions of lives nationwide. As we continue to run our business, it’s more important than ever to keep our team aligned on who we are and what we can achieve together.”
The company has reportedly lost over $15 billion in revenue this year, seen its stock price fall by as much as $27.27 per share, and is facing multiple lawsuits tied to its DEI policy changes. Cornell’s email struck a tone of reassurance, describing the company’s values—“inclusivity, connection, drive”—as non-negotiable. “We’re committed to sharing more of that impact with you and our guests because it reinforces our values and shows the real heart of our team,” he wrote.
Retail analysts, however, remain sharply critical. Neil Saunders, managing director at GlobalData Retail, said the email fails to address the root causes of public concern. “They say, ‘Our products and experience are second to none.’ Well, actually, no, they’re not. That’s not true anymore,” he said.
According to data from Placer.ai, foot traffic to Target stores declined for 11 consecutive weeks, with only a slight uptick during the weeks of April 14 and April 21. Overall, foot traffic dropped 3.3% in April.
In recent weeks, Cornell met with Rev. Al Sharpton and leaders of the boycott movement to discuss Target’s DEI retreat. He also met with Trump to outline the damaging effects of tariffs on retailers. Neither meeting was referenced in his email to employees.
Rev. Jamal Bryant, who launched a national Target Fast to protest the company’s direction, has called for continued mobilization and accountability.
Retail consultant Carol Spieckerman said the CEO’s email acknowledged concerns but failed to take responsibility. “The tone implies that things are happening around and to Target that are out of its control,” she said.
Both Spieckerman and Saunders criticized the message as muddled. “It’s a really jumbled email,” Saunders said. “And you know if it’s come from Brian Cornell, it’s probably been through about 30 different people and various PR teams, and it still comes out as this big, jumbled mess.”
