Target rose to fame for its wide product assortment, affordable prices, and instantly recognizable red bullseye logo. But for many shoppers, it has become far more than just another big-box retailer.
For me, Target became a go-to mini outing from my teenage years into adulthood. Few things felt more therapeutic than stopping at the in-store Starbucks for an iced latte, slowly browsing every aisle, and inevitably leaving with far more than I planned to buy, especially because the under-$5 section always got me. What began as routine shopping became a familiar ritual for many shoppers like myself, a comforting constant that made Target feel like more than just a store.
In recent years, however, that once-beloved family favorite has become one of America’s most controversial retailers, entangled in political and social issues that have reshaped its public image and its relationship with consumers.
The company has faced declining sales, shrinking traffic, and a loss of market share to competitors, compounded by backlash tied to several business decisions. Among the most polarizing were changes to its DEI initiatives, which sparked consumer boycotts and ultimately led to a class-action lawsuit filed by its shareholders in 2025.
At the same time, Target is navigating a major leadership transition, as CEO Brian Cornell is set to move into the role of executive chairman, while current COO Michael Fiddelke will assume the CEO position in February 2026, a shift that comes at a critical moment in the retailer’s future.
Now, Target finds itself once again at the center of a major geopolitical issue, but this time, the company is taking a clearer public stance.
In an era where brand values increasingly influence shopping behavior, consumer loyalty has become just as critical as pricing, product selection, or customer experience. For Target, this moment is not only about corporate response but also about whether the company can maintain its identity and remain authentic by addressing the issues that matter most to its audience.
According to an Edelman study, 64% of global consumers say they would either support or boycott a brand based solely on its stance on a social or political issue, underscoring the importance of brands taking a clear position on societal issues.
Target addresses recent ICE raids
Target (TGT) Executive VP and Chief HR Officer Melissa Kremer sent a memo to employees on January 22, acknowledging the stress staff have experienced due to recent ICE raids in Minneapolis, Minnesota, Target’s home base.
“We remain deeply focused on caring for our team and providing the support we can,” wrote Kremer in a memo obtained by Business Insider. “The safety and well-being of our entire team and guests matters immensely.”
Kremer noted that Target has increased communication with Minneapolis-based employees about expected disruptions in nearby locations and provided safety guidance. The company is also working closely with government officials, community partners, faith leaders, and other stakeholders to share the latest updates as the situation evolves.
She closed the memo by emphasizing that Target is clear about its priorities and practices, noting that the company “does not have cooperative agreements with any immigration enforcement agency.”
“We’re listening and working to de-escalate where possible—while staying clear on what we need to safely operate our business and care for our team,” said Kremer.
A few days later, the Minnesota Chamber of Commerce published an open letter on January 25 on behalf of more than 60 CEOs of Minnesota-based companies, including incoming Target CEO Michael Fiddelke, calling for “an immediate de-escalation of tensions” and urging state, local, and federal officials “to work together to find real solutions.”
Target sends a memo to employees addressing Minneapolis ICE raids.
The White House immigration policies and ICE enforcement
Since beginning his second presidential term, President Donald Trump has pledged to increase deportation efforts targeting undocumented immigrants, launching mass ICE raids across multiple states and making visa and green card processes more difficult.
These efforts have separated thousands of families, fueling civil unrest, including protests and violent incidents directed at ICE officers and civilians.
Minneapolis has recently become a focal point. Armed federal agents have detained thousands of people across the city over the past few days, with some encounters occurring inside Target stores and parking lots, according to videos recorded by customers, including one published by CBS Minnesota.
“We have arrested over 10,000 criminal illegal aliens who were killing Americans, hurting children and reigning terror in Minneapolis,” said U.S. Secretary of Homeland Security Kristi Noem in a statement posted on the Department of Homeland Security’s (DHS) website. “In the last 6 weeks, our brave DHS law enforcement have arrested 3,000 criminal illegal aliens including vicious murderers, rapists, child pedophiles, and incredibly dangerous individuals. A huge victory for public safety.”
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In response, Minnesota Attorney General Keith Ellison, along with the cities of Minneapolis and Saint Paul, filed a lawsuit against the DHS, alleging the raids have harmed the state and violated constitutional protections. The lawsuit cites violations of the First and Tenth Amendments, equal state sovereignty, and the Administrative Procedure Act.
“The unlawful deployment of thousands of armed, masked, and poorly trained federal agents is hurting Minnesota,” said Ellison in a press release. “People are being racially profiled, harassed, terrorized, and assaulted. Schools have gone into lockdown. Businesses have been forced to close. Minnesota police are spending countless hours dealing with the chaos ICE is causing. This federal invasion of the Twin Cities has to stop.”
On January 23, thousands of people gathered in downtown Minneapolis and at the airport to protest the weeks-long immigration crackdown, with hundreds arrested, as reported by the BBC.
Target’s new strategy to revive its business
Against the backdrop of political and social tensions, Target is also working to stabilize its business performance.
The company recently launched a multi-year strategy to return to profitable growth and generate over $15 billion in sales by 2030.
Still, challenges remain. In the third quarter of fiscal 2025, net sales declined 1.5% year over year, while comparable sales fell 2.7%, driven primarily by lower traffic and a decrease in average transaction size. Target is maintaining its outlook for a low-single-digit sales decline in the fourth quarter of 2025.
“Our business has not been performing up to its potential over the last few years, and I am singularly focused on supporting Michael and the entire leadership team as they make changes to the way we work, enhancing our merchandising authority, our retail experience, and investing in technology to accelerate our business,” said Cornell in the company’s latest earnings call.
“The team is working quickly to get the company back to profitable growth. And while we’re not there yet, I’m confident we’re on the right path, and Michael is the right person to lead the next chapter of Target’s growth,” he added.
While a full turnaround may take time, some industry experts remain cautiously optimistic.
“We are seeing the early stages of recovery, but it’s going to be a long 12-month haul before we see a full bounce back of the ‘Tarzhay’ we all know and love,” said RepTrak Chief Reputation and Strategy Officer Stephen Hahn-Griffiths to Forbes. “It’s just going to take some time to recover from those recent misdemeanors.”
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