Kiera Fernandez, Chief Diversity & Inclusion Officer and Senior Vice President of Talent & Change, Target, is already hard at work to neutralize our biases and unleash untapped talent. In recent years, Fernandez has advocated increasing the number of initiatives for groups that are traditionally underrepresented in the corporate world – and has gotten results. In a remarkable interview with The HR Digest, Fernandez talks about the various DE&I programs which have put Target on the map as one of America’s top employers for LGBTQ+ employees and executive women and minorities.
The HR Digest: Target takes great pride in ‘Target Forward’. Can you tell our readers more about this strategy and how it promotes change within the company in practical terms?
Kiera Fernandez: Building on a strong legacy of corporate responsibility, Target Forward is our sustainability strategy we created with a vision to co-create an equitable and regenerative future with our guests, partners and communities. Target Forward puts our business to use to positively impact both people and the planet and sets the next chapter for how we define sustainability. It influences every corner of our business, deepens collaboration with our partners, and is fueled by the size, strength and scale of our company to create change that is good for all.
Through Target Forward, our ambitions are to design and elevate sustainable brands, innovate to eliminate waste and accelerate opportunity and equity. To measure success, we put forth signature goals to work toward, which include building a team that equitably reflects the communities we serve, beginning with our commitment to increase Black team member representation across the company by 20% by 2023, and creating a workplace experience where every team member can thrive in when, where and how they work.
What other initiatives are you most proud of at Target?
For over 17 years, we’ve had a focused diversity, equity and inclusion strategy, supported by a dedicated DE&I team and strong partners across our organization – including leaders, team member resource groups, diversity action committees and more. We’ve set and regularly monitored enterprise DE&I goals for the past six years, holding ourselves accountable to the progress we want to make.
We met or exceeded nearly all of our 2019 – 2021 goals — a major milestone we celebrated together as a Target team. For example, we increased the promotions of people of color by 62% and women in leadership positions rose by 16%. In our continued investment in support of supplier diversity, we surpassed our goal by spending $1.78 billion with diverse suppliers.
At the same time, we launched directly into our next set of goals, with an opportunity to make a greater impact in the years to come. These goals are focused on representation, advancement and retention, equitable experience and our business that will deepen the DE&I investments in our team and communities even more.
“Diversity, equity and inclusion are everyone’s responsibility, so it begins with each individual identifying the role they can play in advocating for more inclusive environments.”
Additionally, we established our Racial Equity Action and Change Committee (REACH) in 2020 to accelerate our DE&I efforts for our Black team members and guests. This work is led by leaders across our organization who have helped us make and track goals, and our efforts are making a tremendous impact. For example, we’re on track to spend more than $2 billion with Black-owned brands by 2025. We’ve already increased our investments with Black-owned companies and suppliers — including marketing agencies, construction companies, facilities maintenance and more – by 50% since 2020.
What do you think most boards misunderstand or underestimate about equity?
Driving equity across an organization cannot be the sole responsibility of one leader or one team. This work requires shared accountability and responsibility, which is why it’s critical to create an infrastructure – or a system with tools and partners – that integrates equity in a way that drives business.
I also strongly believe that ‘what gets measured gets managed’. Equity is built on sustainable behaviors and practices that consistently demonstrate inclusivity over time. So, it’s critical that organizations set clear and measurable goals that drive these behaviors and practices.
Finally, it’s important to understand the impact equity has on results. At Target, we understand the experiences of our team and guests are critical to our success. When they experience inequity – at Target or elsewhere – that is harmful to our company and to our strategy. On the flip side, when our team and guests experience environments of inclusivity and belonging, our business succeeds.
What are the core values that influence your decision-making?
I believe we’re at our best when everyone is at their best, and that only happens when all are seen, heard, valued, and welcomed to belong. In each role I’ve played in my 21 years at Target – starting as a leader in our stores to now as SVP of Talent and Change and Chief Diversity & Inclusion Officer – I’ve seen how much can be accomplished through a shared commitment to ensuring Target’s values of inclusivity, connection and drive are felt and experienced by all.
“Equity is built on sustainable behaviors and practices that consistently demonstrate inclusivity over time.”
That core value of inclusivity drives my personal leadership and the work of my team. We understand inclusive environments drive results. At Target, a steadfast commitment to inclusivity has helped us create a team that shows up for each other, our guests and communities, day after day.
I also hold true to the belief that there are no small things. Every decision we make paves the way for the future. That’s true in how we approach our work at Target: In every choice we make and interaction we have, we’re playing a role in fulfilling our purpose of helping all families discover the joy of everyday life.
If The HR Digest readers would like to get involved in advocating for more women and minorities in the boardroom, what do you recommend they do?
Diversity, equity and inclusion are everyone’s responsibility, so it begins with each individual identifying the role they can play in advocating for more inclusive environments. Whether that be through peer-to-peer conversations or participating in a diversity action committee, the work starts with helping organizations understand the business imperative of DE&I. Again, what gets measured gets managed, so encourage transparency in setting measurable goals to increase representation.
Finally, learn from the DE&I journeys of other organizations and don’t be afraid to share your story. We are stronger together, so seeking out fresh perspectives, new ideas, and a greater sense of connection to the broader DE&I landscape helps everyone.