A coordinated campaign used bogus social media accounts to amplify backlash against Target after the company scaled back its Diversity, Equity and Inclusion initiatives, according to a blockbuster report.
An analysis by Israeli tech firm Cyabra found that nearly a third of the social media accounts driving outrage over the retail giant’s policy change were fake.
The Minneapolis-based retailert announced it would roll back its controversial initiatives — which had drawn scorn from conservatives for touting items such as tuck-friendly bathing suits — after President Trump returned to the White House on Jan. 20.
Cyabra reviewed thousands of posts on Elon Musk-owned X, formerly Twitter, from Jan. 1 to April 21 and discovered that 27% of the accounts were inauthentic — many of which played a major role in pushing boycott narratives.
Cyabra’s data showed that inauthentic posts jumped 764% after Target’s announcement, flooding the platform with calls for consumer boycotts and viral hashtags like #EconomicBlackout.
The firm’s CEO, Dan Brahmy, described the backlash as a calculated effort to manufacture outrage.
“What happened with Target is a masterclass in manufactured outrage,” Brahmy told The Post on Thursday.
“Fake accounts hijacked the narrative, weaponized identity and pushed a boycott that looked grassroots but was anything but. This is how influence operations work now — they blur the line between real and fake until no one can tell the difference.”
Many of the fake accounts were designed to mimic real users and took on the identities of black consumers or conservative commentators, according to Cyabra’s findings, which were obtained by The Post.
Some profiles pushed slogans such as “Target Fast” and “40-day boycott,” while others accused the retailer of “bending the knee” to Trump.
One purported X user with the handle NenelsBack posted on Jan. 27: “@Target can’t get my money. It’s like being betrayed by a family member. We gave Target so much respect. BLK folk named Target, Targe’t.”
Another profanity-laced post on Jan. 24 said: “@Target You f—ing chicken sh-ts. You’re an embarrassment to Minnesota. Caving to Trump’s demands about DEI programs? F— you.”
A third simply fanned the flames for dissent.
“I stopped going to Target because of their support for the trans agenda. I think that is a greater motivation for people to boycott Target Target than DEI,” Nickolas Medina posted on the April 18.
All three were found to be posted by fake accounts, according to the report, first cited by USA Today.
“We don’t just look at what’s being said, we analyze how it’s being said, and whether they are even real,” Cyabra spokesperson Jill Burkes told The Post.
“We flag accounts that post in lockstep, recycle the same hashtags and slogans, or only interact within closed loops of other suspicious accounts.”
Cyabra, which uses artificial intelligence to detect coordinated manipulation campaigns, did not find clear evidence linking the campaign to a specific foreign or domestic actor.
However, the tactic of inflaming culture war debates through synthetic engagement has become increasingly common, particularly in polarized consumer environments.
In a follow-up analysis of conversations on X from May 27 to June 3, Cyabra found the campaign had not only persisted but intensified. On some days, fake accounts made up 39% of the conversation –outnumbering genuine users.
Cyabra has seen similar tactics used against other major brands, from fast food chains to tech companies.
“The playbook is similar: hijack a polarizing moment, flood the zone with fake voices and let real users do the rest,” Burkes said.
“That’s exactly what happened with Target. And it works — the stock dropped $12 billion and real people joined the boycott thinking they were part of a massive groundswell. Many still are.”
The Post has sought comment from Target.
Last month, Target lowered its full-year sales forecast. CEO Brian Cornell blamed several headwinds, including “the reaction to the updates we shared on [DEI] in January.”
Minneapolis activist Nekima Levy Armstrong, who launched a grassroots boycott of Target on Feb. 1, told USA Today she had no knowledge of the disinformation campaign identified by Cyabra.
“I’m not on X and I know our people in Minneapolis have no involvement in this situation,” Armstrong said.
