A brilliant market strategy: drive away your white customers and go after the black and transvestite customer
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they targeted women (of all races) concerned about their safety and privacy years ago
Her remarks from 2021 and 2022 have surfaced, and they don’t sound promising for this company’s future.
A Target Corporation diversity executive demanded "White women" get to work to combat the supposed systemic racism in America, while adding the retail giant was making some internal decisions based on predictions of shifting demographics.
"One of the hardest things in the world to be every day is Black," Kiera Fernandez, a Chief Diversity & Inclusion Officer at Target, said in a video interview with Essence Magazine in January.
Target has ramped up its DEI efforts, in particular after the death of George Floyd in 2020. Target established the Racial Equity Action and Change – which is led by Fernandez – to rapidly "accelerate" those efforts. The task force focuses on engaging Black customers in stores and ramping up promotions and hiring of Black employees. The retail giant also promised to drastically increase its demographics of Black employees – which was at 50%.
[W]e’re on track to spend more than $2 billion with Black-owned brands by 2025. We’ve already increased our investments with Black-owned companies and suppliers — including marketing agencies, construction companies, facilities maintenance and more – by 50% since 2020," Fernandez told the HR Digest in July 2022 about Target.
"And in that shift, it's important for us to… think about how do we start planting seeds today that prepare for those future… demographic shifts," she said during a 2021 panel from Twin Cities Business Talks: Diversity, Equity, and Inclusion which was posted to YouTube.
