BTM #10: What Target Got Wrong About Change

In February, Target made headlines—not for a product launch, but for a quiet decision that sent shockwaves through its customer base and internal culture.

The company began rolling back its DEI commitments, sunsetting its REACH program and pulling out of several diversity-focused initiatives. But it wasn’t just the decision that sparked backlash—it was how it was handled.

Leadership went silent. No employee memo. No internal town hall. Just… a shift in direction.

The response?

A 9% drop in store traffic.A $12.4 billion dip in market value.And a wave of consumer boycotts fueled by confusion, disappointment, and distrust.

Whether or not you agree with the move isn't the point.

The point is this: how you communicate change matters as much as the change itself. And silence—especially during moments of cultural tension or internal uncertainty—is rarely perceived as neutral.

Here’s what we can learn:

1. Silence breeds uncertainty.

When leaders don’t speak, people start to guess.And when they guess, they assume the worst.

Employees wonder:

Where do we actually stand? Can I trust this company’s values? Am I next?

In Target’s case, that lack of clarity created whiplash. Employees had been told DEI was a business priority. Then, without context, it was deprioritized. That kind of shift—absent communication—erodes credibility fast.

2. Timing is everything.

The internal silence at Target came during external chaos.

The message to employees (intended or not) was: This isn’t important enough to discuss with you.

When your people are already navigating change, waiting too long to acknowledge it—or worse, pretending it doesn’t exist—deepens the sense of instability.

3. Clarity requires courage.

It’s easy to communicate when things are clear. It’s harder when the path forward is murky or controversial. But that’s exactly when communication matters most.

You don’t need all the answers. But you do need to show up.

Say: “We’re navigating this too. Here’s what we know, here’s what we’re figuring out, and here’s what we’re committed to.”

That kind of transparency goes a long way in preserving trust.

A final note for startup leaders:

You don’t have to be Target-sized for this to apply.

If you’re scaling fast—hiring, pivoting, fundraising, reorganizing—your people are looking for clarity. And if they don’t get it, they’ll disengage, lose confidence, or leave.

The solution isn’t more emails. It’s intentional communication that aligns with your vision, values, and strategy—especially during change.

If your team is growing, shifting, or recalibrating—you’re already in the middle of a change moment. And how you handle it now will shape how your employees show up six months from now.

If you’re not sure what to say—or how to say it—I’d love to help.

Because silence might feel safe in the moment, but clarity is what actually builds trust.

Reply to this or reach out anytime. I’m here when you’re ready.

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