Case Study: The Cost of Fear-Based Leadership — How Target’s Panic-Driven Decisions Are a Warning to Us All
The Real Cost of Choosing Profits Over People
Are We Genuinely Willing to Look at the Real Cost of Choosing Profits Over People?
When leaders make fear-based decisions, the damage isn’t always immediate.
At first, it might look like “playing it safe” or “protecting the business”—but in reality, it’s setting the stage for long-term instability, public distrust, and financial losses.
That’s exactly what we’re seeing play out right now with Target—a brand that once positioned itself as a champion of diversity, equity, and inclusion (DEI) but quickly abandoned its values when faced with political and social pressure.
Instead of standing firm in its leadership, Target reacted in fear, backtracked on its commitments, and threw key communities under the bus—all in an attempt to protect profits in the short term.
But the result?
They lost over $13 billion.
(and counting)
And they’re not alone. Amazon, Starbucks, and other major corporations are making the same mistakes, aligning their decisions with political instability and external pressure rather than long-term trust and sustainability.
If you’re in leadership right now—whether in business, activism, or corporate spaces—this is a wake-up call. Because what’s happening to these companies is a direct warning for all of us.
What Happened: The Collapse of Target’s Public Trust
For years, Target built a brand centered on inclusion and social responsibility. They invested in:
Black-owned brands & suppliers
LGBTQIA+ pride merchandise & partnerships
DEI-focused hiring and workplace culture
At the same time, they positioned themselves as a progressive alternative to competitors like Walmart, gaining loyal customers who valued these commitments.
But then, 2023-2024 happened.
Political instability surged. Right-wing extremist groups started targeting corporations supporting LGBTQIA+ and DEI initiatives, threatening boycotts and media attacks.
Target panicked. Instead of leading through the challenge, they removed LGBTQIA+ products from stores, scaled back DEI investments, and quietly distanced themselves from Black-owned vendors—all in an attempt to avoid controversy.
The result? They lost trust on all sides. The very customers and vendors who had supported them for years felt betrayed, while the groups they were trying to appease were never going to shop at Target anyway.
This wasn’t just a business decision—it was a collapse of leadership.
The Root Problem: Fear-Based Decision-Making
Target’s leadership didn’t make these moves because it was a smart, data-driven choice.
They did it because they were afraid.
Afraid of backlash
Afraid of profit losses
Afraid of political retaliation under the new administration
And here’s the problem with fear-driven decisions: they never actually protect you.
→ Target’s stock value plummeted, wiping out $13+ billion in losses.
→ Customers who once supported them walked away, feeling abandoned.
→ They failed to gain the approval of the groups they tried to appease.
They didn’t just lose money—they lost trust.
And once trust is gone, it’s nearly impossible to rebuild.
The same pattern is playing out at:
Amazon – Laid off thousands of employees despite record profits → Led to union surges and workforce distrust.
Starbucks – Flip-flopped on social stances → Lost credibility with both employees & customers.
Other brands that rushed to appease political forces rather than leading with strategy and strength.
The takeaway? When you make decisions out of fear, you sacrifice long-term trust for short-term comfort—and it always backfires.
What This Means for You: Are You Making the Same Mistake?
This isn’t just about corporate brands—it’s about anyone who leads.
Whether you’re a:
Business owner navigating today’s economy
Community leader making high-impact decisions
Corporate executive shaping policies that affect thousands
…the choices you make today will determine what your future looks like.
If you’re making choices just to “avoid backlash”…
If you’re waiting to “see what happens” instead of taking aligned action…
If you’re shifting your decisions to match political instability rather than leading with long-term values…
You are already making the same mistake as Target, Amazon, and Starbucks.
And just like them, you’ll pay the price later.
The Solution: Decision-Making That Builds Power (Not Fear)
The world is demanding stronger leadership. If you don’t know how to make decisions that align with your vision, values, and long-term success, you’ll always be reacting instead of leading.
That’s exactly why I created Decisive Leadership: A 5-Week Quest to Relearning Decision-Making for a Changing World.
It’s not about playing it safe.
It’s not about waiting for the perfect moment.
It’s about leading powerfully—right now.
Inside this high-access leadership experience, you’ll learn:
How to unlearn fear-based decision-making so you don’t self-sabotage your leadership.
How to make choices that strengthen long-term trust and credibility—even in chaos.
How to develop a decision-making process that supports both your leadership and the people you serve.
Because the future is being built right now.
The only question is: Who will be the ones shaping it?
If you’re ready to lead in this moment instead of reacting to it, join us inside the Quest.
Join the Decision-Making Quest →
Final Thoughts: The Future Belongs to Those Who Lead It
Fear-based leadership is collapsing in real-time.
The world isn’t looking for people who can maintain old systems—it’s looking for leaders who can build new ones.
The only question is: Which of you are ready to step into that role?
