(Reuters) -Target ( TGT ) said on Friday it was ending its diversity, equity and inclusion program along with other equity initiatives, becoming the latest U.S. firm to pull back on these policies, meant to boost racial and ethnic representation at workplaces.

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, legal threats and Trump's November election victory. More companies are expected to follow suit.

President Trump this week issued a sweeping executive order directing federal agencies to terminate diversity, equity and inclusion programs, encouraging private companies to do the same.

Target ( TGT ) said it would change its "Supplier Diversity" team to "Supplier Engagement" to better reflect its inclusive global procurement process.

It also ended programs aimed at promoting fairness and equality for all races, called the Racial Equity Action and Change (REACH) initiatives this year as planned.