By John Q. Hosedrinker 
After 11 years, Target CEO Brian Cornell is stepping down amidst declining sales and controversy, with Michael Fiddelke, the current COO, set to take over in 2026. Cornell, who will become executive chairman, previously revitalized Target, but the company has faced a downturn due to strategic missteps, including the retreat of its DEI programs which caused customer backlash. Target’s sales have fallen for three consecutive quarters, and the company has struggled with a shopper slowdown, increased tariffs, and competition from other retailers. Analysts are divided on whether the new leadership can resolve the issues.
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Target’s CEO is stepping down as customers turn away, and it’s clear many people have some strong feelings about it.
Target clearly missed the mark, and the fact that the CEO is stepping down is the culmination of a series of missteps that have left many customers feeling alienated and frustrated. It’s pretty shocking that the CEO even lasted this long, with some feeling the board should have acted sooner. A lot of people are seeing the writing on the wall, and it sounds like those on the distribution side are already experiencing some of the negative effects with cutbacks in various benefits and leadership positions, signaling potential challenges ahead.
Beyond the internal changes, it seems the company made choices that directly contradicted its brand identity. From a cancelled partnership with Ulta to the end of popular price-match programs, a lot of changes have been viewed as negative by the customer base. This all happened while Target was changing its stances on DEI, which seems to have been a major turning point for a lot of people. It’s pretty clear that the brand had cultivated a specific customer base, largely comprised of younger, progressive-minded individuals, and then seemingly turned its back on them. Now, it sounds like a lot of former loyalists have abandoned the brand, saying it’s gone from a beloved shopping experience to something quite undesirable. The shift to a more generic look and feel of the stores, with the sterile, bare atmosphere, and the lack of stocked shelves, has also clearly impacted the shopping experience negatively.
A major theme seems to be the betrayal of the customer base. Target’s move away from its progressive stance and its quick capitulation to external pressures has caused a deep sense of disappointment and anger. Many customers, who had previously identified with the brand’s values and made it part of their lives, have expressed a strong sense of disillusionment. They feel that Target has abandoned its core principles and catered to a segment of the population they were never truly meant to attract, while actively alienating their existing customers. The resulting boycott has clearly had a significant impact on the company’s performance and, ultimately, the CEO’s exit.
The practical impacts, like the end of price matching, the degradation of customer service, and the appearance of a generally unpleasant shopping environment, have made the overall experience much less appealing. Customers are voting with their wallets, choosing to shop elsewhere. This lack of value, combined with the perceived moral failings of the company, has created a perfect storm of negative sentiment and, ultimately, financial consequences.
There’s a feeling that Target is trying to become Walmart, but failing to do so effectively. Even if you don’t care about politics, the store experience has gone downhill, and the prices are often higher than competitors. The restrictions on self-checkout, while the lines for the regular registers have increased, is just another inconvenience that has left many shoppers wondering if it’s worth it.
The response from former customers ranges from anger to indifference. Some are hoping for a complete overhaul of the company, including a return to its former progressive values and a renewed focus on customer experience. Others are simply moving on, finding other options that better align with their values and shopping needs. The fact that the CEO is still on the board means that the changes are perceived as being merely cosmetic, and that nothing will truly change.
The departure of the CEO is unlikely to fix everything. It’s the company’s fundamental misunderstanding of its brand and its customer base that got them here. Many are skeptical that the change in leadership will lead to real change. The prevailing sentiment is that Target is unlikely to win back those it has lost unless it takes significant steps to repair the damage, including a return to its previous progressive stances and a re-evaluation of its customer experience.
Even though the CEO is stepping down, some are doubtful that this will actually create any significant change. If the company does not address its mistakes, it may continue down a path towards a slow decline. The situation serves as a cautionary tale about the importance of staying true to one’s brand, understanding one’s customer base, and avoiding the pitfalls of short-sighted decision-making.