On Friday, January 24, Target announced it would scale back or end programs that promote diversity and cease participation in outside surveys, such as the Human Rights Campaign’s annual Corporate Equality Index. The trend has been widely viewed as a response to right-wing attacks on DEI initiatives.

Twin Cities Pride, a Minnesota-based LGBTQ+ organization, is excluding Target from its annual parade after the retailer rolled back its DEI programs. NBC News’ Joe Fryer spoke with Twin Cities Pride executive director Andi Otto about the decision to kick out the long-time sponsor.

A trio of Minnesotans who previously led reform efforts in the Twin Cities after George Floyd’s murder rallied more than70 people outside Target’s corporate headquarters, calling for a boycott of the retailer over changes in the company’s diversity efforts.