Target CEO Brian Cornell sent an email to employees on Tuesday that addresses recent "silence" from leadership during a "tough few months" for the Minneapolis retailer.

A decision by Target leadership to drop its diversity and equity initiatives just days after the inauguration of President Donald Trump – for which Target donated $1 million –was seen as tacit endorsement of the Trump administration's drive to attack programs that provide greater opportunities to communities that have been historically overlooked.

Target claimed that it had already planned to shelve the programs, many of which sprung up in the wake of George Floyd's murder by police in Minneapolis, but the decision sparked backlash, a 40-day boycott in March and April, and ongoing boycotts to this day.

A report from Placer.ai claims that foot traffic has been declining at Target stores for almost three months.

Cornell acknowledged that the "silence from us has created uncertainty" as he appeared to address the backlash to DEI initiatives, proclaiming Target as "a company that welcomes all" and that values such as "inclusivity, connection and drive" are "non-negotiable," albeit without any indication that the company would backtrack on its decision.

"I'm writing on behalf of the entire Leadership Team because we know it's been a tough few months. There's been a lot coming at us-macro challenges in the environment, but also headlines, social media and conversations that may have left you wondering: Where does Target stand? What's true? What's not?" he wrote.

"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—a company that welcomes all and aims to bring joy to everyone, every day."

Further challenges are now being presented by Trump's trade war, with tariffs such as the 145% tax placed on imports from China expected to have major implications for big box retailers, with retail experts predicting a supply crisis that could result in empty shelves as soon as this summer.

The tariff war is also expected to cause inflation to spike and with consumer confidence low, this could result in lower spending at Target stores. Cornell is among the retail CEOs who have reportedly met with Trump in an attempt to warn him about the impact tariffs could have on supply chains.

Target was already under pressure prior to the developments of recent months, with the Bullseye reporting a decline in net sales and operating income for the 4th quarter of 2024. The early impact of boycotts and the DEI backlash may well be seen in its 1st quarter 2025 results, which are released on May 21.

In his email, Cornell – whose own pay dropped to (a still massive) $9.9 million in 2024, down from $77.5 million in 2020 – says store staff and delivery workers "aren't just employees, they're friends and neighbors," and claims that the store's experience and product selection is "second to none."

He continues to pledge to communicate more with employees about the positive impact Target is happening, and encourages employees to do the same.