New scandal erupts: Target’s new CEO is under fire amid anti-ICE protests and plummeting sales

In one of the most delicate moments for the retail giant since its founding, Target has come under intense public pressure just days after Michael Fiddelke, a longtime company executive, stepped into the role of chief executive officer. What was expected to be a routine leadership transition quickly turned into the focal point of protests, internal criticism, and relentless scrutiny from employees, activists, and customers.

Fiddelke, who officially took the helm in February 2026, was immediately confronted with demonstrations outside the company’s Minneapolis headquarters. Anti-ICE groups have demanded that Target condemn the actions of Immigration and Customs Enforcement in the city. Protesters are calling on the company to oppose federal raids and to prohibit agents from using Target properties for enforcement operations, a demand that has sparked heated debate well beyond store locations.

Target’s new CEO under fire from anti-ICE protests

The unrest is compounded by troubling figures that have rattled the market. Target has reported a steady decline in sales, with consecutive quarters of losses and a negative consumer reaction following the rollback of diversity, equity, and inclusion programs that once defined its corporate identity. Together, these pressures have left Fiddelke facing a monumental challenge as he works to restore trust among both customers and employees.

Inside the company, workers have voiced frustration over what they see as a muted response to the raids and the violence witnessed in Minneapolis. Many employees argue that the lack of a clear commitment to Target’s traditional social values has undermined internal morale and staff loyalty. Some have turned to community organizations to support workers affected by local conditions, signaling a growing disconnect between leadership and the workforce.

At the same time, business analysts warn that Fiddelke must manage not only a reputational crisis but also find ways to revive sales in the face of fierce competition from Walmart, Amazon, and other retailers that have attracted customers with lower prices and more efficient shopping experiences. While the CEO has outlined plans to enhance the in-store experience and expand the use of technology, it remains unclear whether these initiatives will be enough to reassure investors and critics alike.

At the center of this storm lies a broader question. Can a newly appointed leader balance demands for social justice, the expectations of an engaged workforce, and the urgent need to reverse declining sales? The answer will carry implications far beyond Target’s iconic red doors and may help define how major corporations respond to sociopolitical crises in an era shaped by activism and brand accountability.

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