Twin Cities Pride raised over $50,000 in just 24 hours after ending its sponsorship relationship with Target. The decision came after Target announced they were dropping their diversity, equity, and inclusion (DEI) policies. “They’ve always been a big supporter, and I think they’re known globally as a leader in diversity and inclusion, so to hear that this was happening was completely unexpected and shocking,” said Andi Otto, Twin Cities Pride executive director.
Target, a sponsor for about 18 years, decided to end its three-year DEI goals and Racial Equity Actions and Change initiatives. This move mirrored similar decisions by companies like Walmart, McDonald’s, Disney, and Lowe’s. Otto described learning about Target’s decision as a “sucker punch to the gut.” In a memo to employees, Target’s Chief Community Impact and Equity Officer Kiera Fernandez explained that the company was reassessing its internal diversity policies.
Kat Rohn, Executive Director of LGBTQ+ advocacy organization OutFront Minnesota, emphasized that DEI is more than hiring diverse individuals.
Pride’s rapid fundraising success
“It’s about creating companies, institutions, communities, and spaces where more people are included in the promise of whatever work is going on,” Rohn said.
Rohn criticized Target’s decision, calling it a disservice to its employees and the broader communities it serves. Despite the setback, Otto remains hopeful. “If they’re willing to make the moves and ensure that the LGBTQ(+) community, as well as people of color and different ethnicities, are still protected in their stores, I have no problem letting them back in,” Otto said.
“I think they lost a lot of trust within the community when they did this, and our community clearly told us that it was not okay.”
As Rohn said, companies that stick with their DEI commitments will likely benefit in the long run. “Institutions and workplaces that reflect the diversity of our communities will emerge better out the other side,” Rohn stated. Maybe not today or tomorrow, but long-term because they understand the impacts of having inclusive spaces.
Pride will be held on June 28 and 29 this year, and despite the challenges, the community looks forward to a successful event.
