Consumer boycotts over the rollback appear to have had a significant impact, with sales and foot traffic dropping significantly this year. In August, Target's foot traffic, which has dropped in each of the last seven months, was down 3.3% year over year (YoY). Unlike past corporate controversies that faded within weeks, the backlash against Target's DEI pullback, dubbed #TargetFast, has maintained momentum for over 200 days. Meanwhile, if the company does reverse its DEI rollback, it could alienate conservative customers while failing to restore trust with boycotting consumers. Bottom LineThe Target boycott demonstrates that reversing DEI commitments can carry consequences far beyond quarterly earnings reports.