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,

The move comes against the backdrop of rising pressure from President Donald Trump as well as conservative activists. Last year, corporations such as McDonald's and Walmart ended or scaled back their DEI initiatives in response to conservative backlash,

Target said Friday that it is ending multiple diversity-related programs to help the company remain "in step with the evolving external landscape."