Consumer boycotts target DEI divestment, but are they working? What we know.
Consumer boycotts have targeted companies like Amazon and Target that have scaled back their DEI efforts, but are they having any effect? Here’s what we know:
The company said its target customers will soon be seeing more smiles and likely exchanging more pleasantries with employees thanks to new staff policies the company has introduced.
The new policy requires employees who are within 10 feet of customers to smile, make eye contact, wave and use friendly, approachable and welcoming body language, the Minneapolis-based retailer told USA TODAY on Monday, Nov. 10.
When staff are within 4 feet of a customer, they must greet the guest directly, smile and begin a warm and helpful interaction, Target said.
The requirements are part of a program called 10-4. The program is one way Target is trying to improve the shopping experience, the company told USA TODAY.
Target said the company wants to make customers feel like they are truly appreciated guests.
Adrian Costanzo, Target’s executive vice president and chief store officer, said the company has done a great job thus far in creating a great in-store experience for customers.
“We know when our guests feel welcomed, welcomed and have the support they need, which leads to their love and loyalty,” Costanzo said in a statement to USA TODAY. “As we head into the holiday season, we are leveraging our teams to adjust and implement new ways to increase connectivity during the most important time of the year.”
The company did not say when the policy would go into effect or whether employees would face disciplinary action if they do not follow the policy.
“We have work to do to reach our full potential,” the incoming CEO said in August.
Target said the new policy is also consistent with incoming CEO Michael Fidelke’s goals for the company.
Target announced in August that its board of directors had unanimously elected Fidelke to serve as CEO, effective February 1, 2026. The company said Fidelke has been part of Target Brands for 20 years, working in merchandising, finance, operations and human resources.
The company said he is advocating for investments in pay and benefits for its team members.
“My background with the company has also given me a deep sense of responsibility for where Target goes next, and I approach this role with an urgent determination to drive growth and deliver better results,” Fidelke said in August. “Let me be clear: we have work to do to reach our full potential. Now is the time to maximize our strengths, embrace change with pace and purpose, and regain momentum.”
How are your employees reacting?
Some Target employees took to Reddit to voice their opinions about the policy, with several pointing out that customers should be greeted anyway.
“Whatever we’re (supposed to) be doing anyway, but still,” Reddit user Ziglet_249 wrote. “I truly believe I was promoted to guest status at the right time. Yesterday was my last day in this system. I am officially (retiring).”
Another user, Odd-Face-3579, suggested that the reason for this policy is because Target employees don’t smile enough on their own because of what it’s like to work there.
“The problem isn’t that smiling is a job requirement (although forcing a verbal greeting from a four-foot height is a problem, if you ask me). The problem is that if your employees aren’t smiling at guests, it’s probably because they’re terribly unhappy. If you improve things to make your employees happy, you probably don’t need to announce new plans to mandate happiness,” Odd-Face-3579 wrote.
This user added that he goes to work every day trying to be nice and nice to his customers, but the customers make it difficult and don’t respond or acknowledge them at all.
“No eye contact, no nods, no noises, literally invisible at best and annoying to people at worst,” the user shared. “And that’s before you realize how bad it’s going to be for your guests, just completely destroying the aisles these days. It’s really demoralizing.”
Saleen Martin is a reporter for USA TODAY’s NOW team. She is from Norfolk, Virginia. – Email sdmartin@usatoday.com.
