Discount store chain Target says it's joining rival Walmart and a number of other prominent American brands in scaling back corporate diversity, equity and inclusion initiatives.

The retailer's decision met with notable criticism, with some noting the company's reputation for inclusiveness has helped it attract a younger, more diverse consumer base.

Target is joining a wave of US companies pulling back on diversity, equity and inclusion (DEI) initiatives, as right-wing pressure leads companies to alter their commitment to hiring diverse candidates and expanding access.

Target will soon end some of its diversity, equity and inclusion (DEI) programs, the retail giant announced Friday.

In addition to other efforts, the retailer will end a program focused on carrying more products from Black- or minority-owned businesses.

Target is ending its DEI program this year, the latest corporation to step away from such policies in the face of scrutiny from conservative groups.

The Associated Press reports companies have faced legal pressure to end DEI from conservative groups who were encouraged by the U.S. Supreme Court’s 2023 decision to outlaw affirmative action in college admissions.

DEI policies originated as a counterweight to discriminatory corporate practices. A number of prominent companies have scaled back or set aside the diversity, equity and inclusion initiatives that much of corporate America endorsed following the protests that accompanied the Minneapolis police killing of George Floyd,