Do we like them?

Do we like Target?

US big-box retailer selling general merchandise, clothing, home goods and groceries; based in Minneapolis, Minnesota.

Our score: 6 out of 10. A mainstream retailer with a long giving record and mostly small-scale legal trouble. Its DEI retreat and a rocky turnaround keep us at a cautious maybe.

Target is a Minneapolis retailer that has long sold itself as the stylish, affordable big-box store. It runs nearly 2,000 stores. Michael Fiddelke, a 20-year Target veteran, took over as CEO in February 2026 from Brian Cornell, who became executive chair.

The big drama was DEI. In January 2025 Target said it would end its three-year DEI goals and its REACH initiatives. That set off boycotts led by activists including Pastor Jamal Bryant. His coalition ended its boycott in March 2026, and his spokesperson said there were no new commitments and no reversals. Other groups said they would keep going.

There have also been a few regulator and court run-ins. In California, Target agreed to pay $5m over claims that its app changed prices once shoppers walked into a store. It also agreed to a $4.6m settlement with New Jersey warehouse workers over unpaid screening and walking time. Target denies the workers' allegations.

On the plus side, Target says it has given 5% of its profit to communities since 1946, and its staff volunteered over a million hours last year. Fiddelke has also pledged an extra $2bn in 2026, including more spending on store payroll and training.

Our score is 6. It is a decent, long-running company with a real giving record. The DEI U-turn cost it trust with some shoppers, and the turnaround is still being proven. We'd back it, but without much enthusiasm.