Target’s Woke CEO’s Historic Failures

Target’s CEO exits after years of pushing divisive social agendas, leaving the retail giant reeling from lost customers and sliding sales.

Story Snapshot

Brian Cornell steps down as Target CEO after 11 years, following backlash over “woke” policies and a historic sales slump.
Incoming CEO Michael Fiddelke is tasked with repairing operational failures and regaining alienated core shoppers.
Target’s sales and stock price have plummeted, with critics blaming controversial branding and neglect of customer priorities.
The leadership shakeup signals a shift away from failed strategies and increased scrutiny over corporate social agendas.

Leadership Crisis as Target’s “Woke” Gamble Backfires

Brian Cornell’s resignation as CEO marks a dramatic turning point for Target, after years marred by declining sales, operational chaos, and mounting criticism from both customers and investors. Once credited with modernizing the brand, Cornell’s later years as chief executive were defined by a controversial embrace of divisive social issues and branding that many longtime shoppers saw as out of touch. The company’s focus on “inclusive” messaging and progressive agendas coincided with a prolonged slump in performance, with Target struggling to compete against retail rivals who focused more squarely on value and efficiency.

Conservatives and family-focused Americans have voiced frustration for years, watching as Target doubled down on merchandise and marketing that seemed to prioritize political correctness over common sense. Instead of listening to its traditional customer base, the company poured resources into private-label brands and social messaging, alienating millions who simply wanted affordable products and a reliable shopping experience. With operational problems like out-of-stock items, long checkout lines, and untidy stores, Target’s leadership appeared more concerned with virtue signaling than with serving its loyal shoppers.

Financial Fallout and Shareholder Alarm

The consequences of these missteps have been severe. Target’s most recent earnings report revealed a 1.9% decline in comparable sales year-over-year, with in-store purchases dropping 3.2%. Digital sales rose slightly, but not enough to offset the broader downturn. Investors reacted sharply: the company’s stock price tumbled by more than 10% in pre-market trading following news of Cornell’s departure. The board’s decision to name Michael Fiddelke as the new CEO reflects a sense of urgency, with shareholders demanding a strategic reset to address years of neglect and restore profitability. Fiddelke’s appointment signals a potential return to operational excellence and a renewed focus on core customer needs.

Retail industry analysts note that Target’s troubles are not solely the result of branding decisions; operational failures and a lack of attention to the fundamentals of retail have also played a major role. Neil Saunders of GlobalData points to “out of stocks, long wait times at registers, and increasingly messy stores” as clear indicators that Target lost its grip on the basics, driving shoppers away at a time when Americans are more price-conscious and efficiency-minded than ever. Competitors like Walmart, who avoided divisive agendas and prioritized shopper value, continued to gain ground as Target faltered.

Broader Implications for Corporate America

The fallout from Target’s failed experiment with social activism offers a stark warning to other corporations tempted to put political agendas ahead of service and value. As the retail sector faces intense competition and American families grapple with inflation and economic uncertainty, companies that lose sight of their core customers risk not just boycotts, but lasting damage to their brands and bottom lines. The new leadership at Target, and the ongoing debate over the role of “wokeness” in business, will be closely watched by investors, shoppers, and competitors alike as the company tries to recover its reputation and market share.

Target CEO Who Steered Struggling Retail Giant Into Wokeness to Step Down: Company 'Lost Its Grip'

Target went woke and paid a hefty price.https://t.co/1zLtCAuG5O pic.twitter.com/UDd0U0cIRR

— Twisted Eagle (@twisted_eagle) August 21, 2025

For conservatives, the shakeup at Target is a vindication: evidence that ignoring American values, family priorities, and common-sense business fundamentals comes at a steep price. Whether Target’s new CEO can restore trust and deliver the turnaround that shareholders and customers demand remains to be seen—but the message sent to corporate America could not be clearer.