Over the past decade or so, Target has been one big-name corporate retail chain that seemed to eagerly go along with the Woke Express, putting policies in place, for instance, on bathroom and dressing room use which accommodated biological men who say they identify as women over the objections of women and concerned parents everywhere.

“We took a stance,” Target CEO, Brian Cornell, told CNBC at the time. “We’re going to continue to embrace our belief in diversity and inclusion, just how important that is to our company. But we’re also going to make sure our focus on safety is unwavering.”

That policy understandably sparked outrage and calls for a boycott, with many previously loyal Target customers vowing to shop at Target's competitors until they came to their senses and reversed course.

SEE ALSO: Repeat 'Peeping Tom' Offender in TN Is Targeting Stores That Have "Inclusive" Bathroom Policies

Sales and stock saw a steady decline after that, something that got even worse in 2023 when they began marketing LGBTQ-themed merchandise to children after partnering with a self-described "gay, trans" designer who insisted that "Satan loves you."

Fast forward to January 2025 as President Donald Trump ushers in what he calls the "Golden Age," and suddenly, Target is singing a much different tune:

Throughout 2025, we’ll be accelerating action in key areas and implementing changes with the goal of driving growth and staying in step with the evolving external landscape. We will continue to monitor and adjust as needed. Current actions include: 

• Concluding our three-year diversity, equity and inclusion goals. 
• Concluding our Racial Equity Action and Change (REACH) initiatives in 2025 as planned.

BREAKING: Target is abolishing its DEI programs. The dominoes are starting to fall. h/t @lizcollin pic.twitter.com/gkuyaFVT2Q

— Christopher F. Rufo ⚔️ (@realchrisrufo) January 24, 2025

One can't help but think this is not coincidental considering the executive order signed by Trump Tuesday which took a bulldozer to DEI practices in federal agencies and fired warning shots at corporate and academic woketivism as well:

These illegal DEI and DEIA policies also threaten the safety of American men, women, and children across the Nation by diminishing the importance of individual merit, aptitude, hard work, and determination when selecting people for jobs and services in key sectors of American society, including all levels of government, and the medical, aviation, and law-enforcement communities.

READ MORE: Trump Takes Aim at DEI in Corporate America and Academia As Well As Carving It From Government

Though this is a welcome development and will likely cause some former Target shoppers to reconsider their boycott, consumers should remain vigilant and check not just for visually tangible changes in their local stores (for example, are women's bathrooms strictly for women again?) but also for any attempts at rebranding DEI under a different name to try and mask the true intentions. 

As RedState's Becky Noble wrote, for instance, we've already seen this tactic tried by some government agencies that are rebelling against Trump's directive by way of stealthily changing the names of leadership positions and departments in hopes that no one takes notice.

As always, we'll keep you posted on developments.