Social Media Hoax Accounts Contributed Significantly to Anti-Target DEI Backlash, Study Suggests
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The recent uproar against Target, following its decision to roll back its controversial Diversity, Equity, and Inclusion (DEI) policies, was primarily instigated by fraudulent accounts, according to a new report published by Israeli cyber-firm Cyabra.
Target has faced a devastating boycott and harsh criticism online, which has led to declining sales and a falling stock price after announcing the retailer's decision to scale back its DEI policies, particularly its REACH initiatives for minority representation in management.
The study, analyzing 2,226 social media accounts responsible for generating 3,379 posts advocating for negative sentiment against Target, revealed that 27% of the surveyed accounts were fabricated. These illusive accounts were responsible for over 1,000 posts, fueling the widespread backlash against the retailer [2][3].
Dan Brahmy, CEO of Cyabra, voiced his concerns to Fox News Digital, stating, "The public is being manipulated in real-time. What appears as popular consensus online is often fabricated by inauthentic accounts shaping perception and fueling artificial outrage. Companies make multimillion-dollar decisions based on data generated by bots, betting on shareholder value from signals that aren't genuine."
Rev. Jamal Bryant, who initiated a 40-day boycott of Target in March, denied employing bots for his campaign. However, he conceded that the decrease in foot traffic, sagging stock, diminished valuation, and CEO's reduced salary were all too real consequences resulting from the Black community's disappointment over Target's perceived betrayal [4].
Target has faced mounting controversy from both political factions, first initiated by the backlash against its Pride displays in 2023, featuring LGBTQ items such as "tuck-friendly" swimsuits and "gender-fluid" mugs [4]. Subsequently, in January, Target declared that it would be scaling back its DEI initiatives, including its goals for increasing Black representation in leadership roles and promoting Black-owned businesses [4].
The retail chain was subsequently banned from the Twin Cities Pride festival in Minneapolis after years of sponsorship and faced a 40-day boycott led by Rev. Bryant, who accused the company of abandoning the Black community [4].
As the antipathy from the left-wing intensified, Target experienced a barrage of vitriolic messages on social media, spawning hashtags like "#boycottTarget," "#EconomicBlackout," "Target Fast," and "40 day boycott" from accounts pretending to be Black users [1][4].
Cyabra found that these posts paralleled the "Economic Blackout" schedule - a nationwide series of rolling boycotts aimed at companies that forsake DEI, with Target among them [1]. And, other fraudulent accounts assumed conservative identities, criticizing Target for its past adoption of DEI and LGBTQ policies, further widening the divisive debate [1][4].
In a follow-up analysis from May to June, Cyabra discovered that 40% of the accounts still posting negatively about Target were still fabricated [3]. Jill Burkes, a spokesperson for Cyabra, warned, "Fake accounts are hijacking online narratives and triggering real-world financial outcomes. The Target boycott was a highly coordinated digital attack - it exacerbated consumer backlash and moved market value. This is the influence economy brands now face."
Target did not respond to Fox News Digital's request for comment. Target's recent sales figures for Q1 2025 were below average, with sales down by 2.8% since last year, and store sales open for at least a year decreasing by 3.8% in the first quarter. Target attributed its lackluster sales performance to the antipathy generated by the anti-DEI backlash and uncertainty caused by Trump-era tariffs [3].
[1] Fox News Digital (2023). "Target boycott sparked by fake social media accounts, according to study." [https://www.foxnews.com/tech/target-boycott-fake-fake-social-media-accounts-according-study][2] Cyabra (2023). "Target boycott fueled by fake and coordinated accounts; thousands of bots involved." [https://www.cyabra.com/blog/target-boycott-fueled-by-fake-and-coordinated-accounts-thousands-of-bots-involved][3] Business Insider (2023). "Target's stock takes a dive as its boycott-driven sales keep dropping." [https://www.businessinsider.com/targets-stock-takes-a-dive-as-its-boycott-driven-sales-keep-dropping][4] CNBC (2023). "Targets denies using fake bots during its boycott." [https://www.cnbc.com/2023/04/01/target-denies-using-fake-bots-during-its-boycott.html]
- The study by Cyabra reveals that fake social media accounts were responsible for generating over 1,000 posts advocating for negative sentiment against Target, fueling the widespread backlash against the retailer.
- The financial sector and future earnings for companies, including Target, are influenced by online sentiment and social media activities, as indicated by Micheal Lee on 'The Big Money Show.'
- The manipulation of public opinion on social media platforms has the potential to trigger real-world financial outcomes, as illustrated by the Target boycott, according to Jill Burkes, a spokesperson for Cyabra.
- Companies make multimillion-dollar decisions based on data generated by bots and artificial online support, often creating a misperception of popularity that ultimately affects the economy, finance, business, politics, social-media, entertainment, and general-news sectors.
