Woke Target CEO resigns amid boycotts, declining sales

( Post Millennial )

Target announced Wednesday that longtime Chief Executive Brian Cornell will step down next year, as the retailer deals with sales declines and stacking controversies from both sides of the political aisle. Chief Operating Officer Michael Fiddelke has been named as his successor, reports CNN.

Cornell took over in 2014 and was credited with bringing life to the brand a decade ago, but has struggled in recent years as Target faced drops in revenues in the post-pandemic economy. In the first quarter of 2025, sales fell more sharply, and executives have warned that the downward trend is likely to continue through the end of the year.

The retailer, which operates nearly 2,000 stores nationwide, has blamed consumer spending amid economic uncertainty and tariffs.

The company has been hit by boycotts that have taken a toll. Customers objected to its diversity and inclusion initiatives, which the company pared back in January after criticism from conservatives and the White House.

At the same time, Target has faced backlash from progressives. The Guardian reported in July that many Black Americans were boycotting large retailers, including Target and Amazon, while a petition drive earlier in the year gathered more than 250,000 signatures from consumers pledging to stop shopping at Target.

The cultural battles intensified with the release of pride merchandise in 2023, including children’s items and “tuck-friendly” swimsuits, which triggered a conservative-led boycott. That campaign, combined with a resurfaced 2015 advertisement featuring children in a Pride Month promotion, fueled further outrage. The video, which ends with the line, “We’re not born with pride. We take pride in celebrating who we were born to be,” has circulated widely online in recent weeks, renewing criticism from opponents.