Target DEI Fallout Was ‘Manufactured Outrage,’ According to New Report
The so-called "Target DEI fallout" was, according to a new report, a technological gimmick.
In a digital era where perception can be manufactured and outrage amplified, a new report suggests that the backlash against Target over its diversity, equity, and inclusion (DEI) efforts may have been more artificial than genuine.
Fake Accounts Helped Fuel the Target Backlash
A report from Israeli tech firm Cyabra, and furnished to USA Today, has uncovered a coordinated disinformation campaign aimed at inflating outrage against Target between January and April of this year. Cyabra’s AI-powered analysis found that 27% of social media accounts contributing to the viral backlash were fake, with many impersonating Black users as well as conservative voices.
These inauthentic accounts pushed trending hashtags like #EconomicBlackout and calls for campaigns such as the “Target Fast” or a “40-day boycott,” all while stoking division and intensifying polarization. Cyabra noted that fake accounts were amplifying both sides of the DEI debate — some attacking Target for being “woke.” In contrast, others lambasted the company for backing down on its DEI commitments.
According to USA Today, Cyabra found that “inauthentic sentiment surged 764% after Target’s announcement to roll back some diversity programs.”
“We’ve seen this kind of behavior in disinformation campaigns tied to elections, brands, and social movements around the world,” added company spokesperson Jill Burkes. “When fake profiles move in sync, mimic real users, and amplify both sides of a divisive issue, it’s a clear sign of manipulation.”
A Real-World Boycott Rooted in Faith
Despite the artificial amplification, there was real-world fallout. The most prominent came in the form of a 40-day boycott led by Black faith leaders, now widely referred to as the “Lenten boycott.” Kicking off on Ash Wednesday, March 3, the campaign urged parishioners to stop shopping at Target in response to the company’s DEI pullback.
“We’ve got to tell corporate America that there’s a consequence for turning their back on diversity,” Bishop Reginald T. Jackson of the Metropolitan African Methodist Episcopal Church said at the time. “So let us send the message that if corporate America can’t stand with us, we’re not going to stand with corporate America.”
This boycott came at a vulnerable moment for Target, which was already facing operational headwinds, including reduced foot traffic and rising tariff fears. These challenges have only intensified in recent months.
Financial Fallout and Investor Lawsuits
The economic impact has been swift. Quartz reported in March that Target will reduce its annual bonus payouts for salaried employees, cutting them to 87% of last year’s levels. The company cited decreased performance and ongoing uncertainty around tariffs as key drivers.
Meanwhile, legal challenges have also emerged. The City of Riviera Beach Police Pension Fund filed a class-action lawsuit in February, claiming that Target misled investors about the risks associated with its DEI and ESG programs. The suit accuses Target leadership of failing to adequately disclose the potential for boycotts or consumer backlash.
One notable example included in the filing was the Pride Month promotion in May 2023, which prompted Target to remove some LGBTQ-themed items from stores. The lawsuit argues that the company did not provide full disclosure of the operational and reputational fallout, including employee safety concerns.
Executive Departures Raise Eyebrows
Adding to the turmoil, two high-ranking executives tied to Target’s DEI efforts have been fired. Amy Tu, who joined as legal and compliance director in 2023, and Christina Hennington, a longtime executive and founding member of the company’s racial equity group, were both “involuntarily terminated without cause,” according to Target’s May 21 press statement to Bloomberg Law.
Both Tu and Hennington had been vocal about their commitment to DEI initiatives, with Tu previously citing her own experience with discrimination as foundational to her views. Hennington helped lead a $2 billion commitment to support Black-owned businesses and was seen as a key driver of inclusive growth within the company.
While Target framed their exits as part of an internal restructuring and the launch of a new “enterprise acceleration office,” the timing — coinciding with consumer boycotts and tariff pressures — has drawn speculation. Melissa Kremer, the company’s chief of human resources, will oversee the legal and compliance department while an external search for Tu’s replacement is conducted.
The Bigger Picture: Who Benefits From Manufactured Outrage?
The Cyabra report underscores a growing concern across industries: the ease with which influence campaigns can manipulate public discourse. While Target’s DEI decisions certainly generated a genuine response, the 764% spike in inauthentic sentiment suggests that outside forces played a significant role in steering the narrative.
As social media continues to be both a megaphone and a minefield, Target’s experience serves as a cautionary tale for corporations navigating hot-button issues. The line between genuine customer response and manufactured outrage is thinner than ever, and the stakes for misreading it are high.
