Fake Accounts Amplify Backlash Against Target’s DEI Rollback
A recent report highlights that after a significant reduction in its diversity, equity, and inclusion (DEI) initiatives, a retailer utilized fake social media accounts to stir up consumer outrage. This information comes from an analysis conducted by the Israeli tech firm Cyabra.
According to their findings, nearly one-third of the social media accounts were responsible for inciting anger regarding policy changes among major retailers. In particular, the Minneapolis-based retailer reported plans to reverse its controversial initiative following President Trump’s anticipated return to the White House on January 20th.
From January 1st to April 21st, Cyabra examined thousands of posts on X (formerly Twitter) and discovered that about 27% of the accounts involved were inauthentic.
Cyabra’s data showed an astonishing 764% surge in fake posts after the retailer’s announcement, leading to a flood of consumer boycott discussions, prominently featuring hashtags like #economicBlackout.
The CEO of Cyabra, Dan Branny, characterized the backlash as a deliberate attempt to manufacture outrage. He mentioned on Thursday that what unfolded at Target was akin to a “manufactured rage masterclass.” He emphasized that these fake accounts distort the narrative, simulating grassroots support while pushing their agendas.
Many of these deceptive profiles were designed to mimic genuine users. Notably, they impersonated Black consumers and conservative commentators, promoting slogans such as “Target First” and “40 Day Boycott,” while some accused the retailer of “bending their knees.”
For instance, one user with the handle Nenels Back shared feelings of betrayal, stating: “@target can’t get my money. It’s like being betrayed by family. We respected our target.”
Another post, filled with profanity, echoed a strong stance against the retailer, while yet another claimed that opposition stemmed from a supposed “trans agenda.” All three messages were confirmed to originate from fake accounts.
Cyabra’s spokesperson, Jill Burkes, insisted on the importance of analyzing not just the content of these posts but also their authenticity. She noted that certain accounts demonstrate a clear pattern, engaging in closed circles with other suspicious profiles.
Using AI to uncover coordinated campaigns, Cyabra found no direct link to a specific domestic or foreign actor behind this operation.
These tactics appear to be increasingly common in today’s charged consumer landscape, especially during culture wars. In a follow-up analysis of conversations on X from late May to early June, Cyabra observed that the campaign not only persisted but intensified, with fake accounts accounting for 39% of the conversation on certain days.
This patterns have also been noted against other prominent brands, from fast food restaurants to tech giants.
Burkes summarized the strategy succinctly: it seizes polarized moments, unleashing fake voices that push the agenda, effectively giving real users the impression they are part of a larger movement.
In the case of Target, this method proved effective, resulting in a $12 billion drop in stocks, as many consumers mistakenly believed they were part of a significant grassroots movement.
Target did not provide a comment regarding this report.
Recently, the retailer lowered its full-year sales forecast, with CEO Brian Cornell acknowledging the challenges posed by public reactions to the DEI changes announced in January.
Minneapolis activist Nekima Levi Armstrong, who initiated the grassroots boycott, remarked that he was unaware of the disinformation campaign identified by Cyabra. “I’m not on X. I know that our people in Minneapolis are not involved in this situation,” he stated.
