Discount store chain Target said Friday that it would join rival Walmart and a number of other prominent American brands in scaling back diversity, equity and inclusion initiatives that have come under attack from conservative activists and, as of this week, the White House.

Target, which operates nearly 2,000 stores nationwide and employs more than 400,000 people, said it already had planned to end the racial program this year. The company said Friday that it also would conclude the diversity, equity and inclusion, or DEI, goals it previously set in three-year cycles.

On his first day in office, Trump signed an executive order aimed at ending DEI programs across the federal government. The order calls for revoking all DEI mandates, policies, preferences and activities, along with the review and revision of existing employment practices, union contracts, and training policies or programs.

(AP)