Despite political pressure, McDonald’s is standing by its commitment to inclusion. While it recently replaced “DEI” language with “inclusion,” its initiatives remain intact, per Bloomberg. That contrasts with brands like Target, Nike, and JPMorgan Chase, which have scaled back DEI and climate efforts amid conservative backlash. McDonald’s cosmetic rebranding reflects a strategic calculation: investing in programs it views as beneficial for business and essential to long-term brand equity, especially with key demographics. If it avoids major backlash, McDonald’s could offer a model for other brands weighing how to uphold values while managing political and reputational risk.

The news: Monthly subscription dog toy company BarkBox is under fire for a leaked Slack message showing the company stepping back from its Pride marketing initiatives. The message claimed that promoting its Pride offerings alienates a large portion of BarkBox’s audience. Our take: The BarkBox backlash highlights that companies are at an inflection point where submitting to political pressures and pulling back on Pride is just as risky as staying the course—but those who remain committed are most likely to benefit in the long run.

The insight: The gap between Target and its mass merchant competitors Amazon and Walmart is widening. While Amazon and Walmart are consolidating their grip on consumer spending after investments in value and convenience, Target’s largely discretionary assortment and diversity, equity, and inclusion (DEI) controversies are sharply curbing its appeal. Our take: Shoppers are prioritizing necessities over discretionary goods and favoring retailers that offer value and convenience.

Brands are staying quiet this Pride Month: Retailers that once loudly proclaimed their LGBTQ+ initiatives are keeping mum to avoid government attention.

LGBTQ+ influencers note drop in Pride deals: The change, attributed to pressure from the administration, could have consequences for brands.

Target powers up for Nintendo Switch 2: The retailer is making a big in-store push with an expanded assortment of themed products.

Target’s disappointing Q1 sets the stage for a difficult year: Softer discretionary spending and backlash against its DEI rollback are challenging the retailer’s ability to manage tariffs.

Though beauty has remained a relatively resilient category amid rising prices, tariffs could put a damper on that as they take hold. 29% of US adults say they’ll likely cut back on beauty/personal care spending if tariffs raise prices, according to February 2025 data from CivicScience. That’s why retailers like Walmart, Amazon, and Target are boosting their beauty offerings to drive sales and increase customer loyalty. Here’s how.

Target drops same-day delivery markups for Circle 360 members across Shipt network: The move, covering orders from over 100 partner retailers, aims to boost the program’s appeal.

Private label brands are no longer just the cheaper alternatives sitting on store shelves. They've evolved into strategic assets that build customer loyalty, boost retailer margins, and increasingly compete with national brands on quality and design, not just price.

SNAP rollbacks could shrink grocery baskets and curb discretionary spend: With household spending already under strain, further benefit cuts risk triggering a broader pullback in consumer demand.

In April, Walmart led the retail rankings thanks to its advanced grid-based delivery system and an elevated in-store beauty experience. Amazon followed closely with the testing of a new AI-powered “Buy For Me” feature designed to simplify purchases. Meanwhile, Temu and Shein adjusted their pricing strategies due to rising import costs, risking their low-price appeal. Here are the eight most interesting retailers and brands from last month, as ranked on our “Behind the Numbers” podcast.

2 in 5 brands plan to scale back Pride engagement: The change results from mounting conservative pressure—but some brands are reaffirming commitment.

Low-cost online marketplaces like Temu and Shein have surged in popularity across the US in recent years, and starting today, both retailers have enacted price hikes due to rising import costs As of January 2025, 44% of US adults have shopped on Temu, while 31% have purchased from Shein, according to data from Morning Consult. Competitive pricing is a key draw for consumers.

Retailers aren’t likely to get certainty any time soon: The Trump administration is considering slashing China tariffs down to a still-astronomical 50% or 65%, leaving merchants to stay cautious on merchandising.

Walmart announces lengthy beauty sale as it looks to protect its advantage: The retailer is expanding its assortment and refining the in-store experience to appeal to a wider variety of shoppers.

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Target’s foot traffic has declined for 10 straight weeks: The drop followed its decision to step back from DEI efforts, a topic the CEO discussed with activist Al Sharpton.

Foot traffic to Target declined for the tenth straight week, according to Placer.ai. Visits to Target fell 7.9% the week of March 31, per the latest data. Walmart’s foot traffic has also fallen for 10 consecutive weeks, while visits to Best Buy are down from a slight rise in mid-March.

Despite brands scaling back DEI, commitment pays off: A new study shows demographics like Gen Z are cutting ties with brands that reverse their DEI efforts.