Target’s rollback on diversity, equity and inclusion initiatives is raising questions about the retail giant’s philanthropic commitment to fighting racial disparities and promoting progressive values in liberal Minneapolis,

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.

Twin Cities Pride uninvited Target from sponsoring its annual event after the company backed away from many of its DEI initiatives.

Owners of brands who were once championed by Target before the big-box retailer rolled back DEI efforts say a boycott would do more harm than supporting their brands would.

Target is not welcome at the Twin Cities Pride Festival this year despite being a longtime sponsor, organizers say, because the company recently ended some of its DEI programs.

Target’s decision to scale back its DEI programs is being met with backlash from the LGBTQ+ community on the Minneapolis-headquartered retailer’s home turf.