Fake accounts fueled backlash against Target pulling back on DEI

Target was subjected to “artificial outrage” after pulling back on Diversity, Equity and Inclusion (DEI) policies in the company.

A new report revealed that fake social media accounts helped fuel outrage and eventual boycotts against the retailer, which suffered a falling stock price as well as a negative hit to sales after the move to roll back DEI procedures.

“The public is being manipulated in real time. What looks like public consensus online is often fake, manufactured by inauthentic accounts shaping perception and driving artificial outrage,” Dan Brahmy, the CEO of Israeli cyber-firm Cyabra, told Fox News Digital.

Bots Hijacked Target’s DEI Backlash@TheCyabra‘s latest investigation reveals that nearly 27% of the social media accounts fueling the backlash against @Target DEI rollback were fake.

These bots were highly orchestrated, down to every move. They were perfectly programmed – and… pic.twitter.com/ie6Gd4U0mZ

— Cyabra (@TheCyabra) June 11, 2025

“Companies are making multimillion-dollar decisions based on data generated by bots. They’re betting shareholder value on signals that aren’t real,” he added.

The report, titled “Orchestrated Outrage,” said the company “identified 2,226 accounts generating 3,379 posts and comments, assessing the scale of inauthentic activity and the spread of negative sentiment.”

The study found that “27% of the sampled accounts were determined to be fake, producing 1,037 posts and comments that contributed significantly to the viral backlash.”

From talking to folks inside Target, the main groups of people who were actually mad about DEI rollbacks seem to be (1) outside activists, many of whom have 0 actual stake in the company, or (2) a tiny cadre of middle managers that are DEI true believers.

Manufactured outrage.

— Isaac Willour (@IsaacWillour) June 5, 2025

“February 2025 saw the highest surge in both inauthentic activity and negative sentiment, directly following Target’s January 24 announcement. Fake profiles strategically amplified their content using trending hashtags such as #BoycottTarget, #CancelTarget, and #TargetFast, broadening their impact and driving visibility across diverse user communities,” the report continued.

The study also found that accounts that purportedly belonged to black users posted with messages such as “#boycottTarget” “#EconomicBlackout,” “Target Fast” and “40 day boycott,” lining up with the “Economic Blackout” calendar.

The tech company then did a follow-up study between May and June and found that “Fake profiles remained active in promoting the boycott, making up 39% of all accounts involved in conversations about Target.”

“On certain days, these inauthentic profiles generated more content than authentic users, continuing to shape and drive the narrative around the brand. Many users continued to call for an ongoing boycott, claiming that the campaign is having a measurable impact on Target’s profits,” the analysis noted.

“By making the movement appear larger and more urgent, these inauthentic accounts are successfully influencing real users to engage, participate, and encourage others to join the ongoing boycott,” Cyabra reported.

Cyabra spokesperson Jill Burkes told Fox News Digital: “Fake accounts are hijacking online narratives and triggering real-world financial outcomes. The Target boycott was a highly coordinated digital attack – it accelerated consumer backlash and moved market value. This is the influence economy brands are now up against.”

Senior Staff Writer
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Originally from New York, Powers graduated from New York University and eventually made her way to sunny South Florida where she has been writing for the BizPacReview team since 2015.

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